Aggarwal, Neema

Abstract The causal impact of a treatment can be defined as the difference between the observed value of a chosen response variable and the unobserved value that would have been obtained had the treatment not taken place. An area where this plays a key role is in the field of marketing, where the main objective is to incur some form of positive effect on a chosen business metric in order to increase revenue in the short or long term. Inferring the causal impact of marketing events is a critical yet...