Ctrip Technology
Oct 13, 2022 · Fundamentals
Causal Inference with Propensity Score Matching for Marketing Campaign Value Evaluation
The article explains how causal inference, particularly Propensity Score Matching, can be used to control confounding factors and accurately estimate the incremental value of a marketing campaign when randomized experiments are infeasible, illustrating the method with a real Ctrip project case study.
causal inferencemarketing analyticsobservational study
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