Assessing Causality

  Tier 1 • How can a marketer attribute and apportion outcomes to various causal factors? • How and when should a marketer use AB testing? Is it possible to scale such testing across multiple channels and periods? • What is the ideal approach to integrating marketing mix and attribution with causal levers and experimentation, including field experimentation? Tier 2 • What advances are possible to generate efficient experimental designs, especially in online contexts? • How should one balance causality and prediction? Which matters most and when? • What strategies exist to combine AB testing and learning in order to trade off the value of current responses with the value from longer-term learnings about consumer behavior?