On storks and babies : correlation, causality and field experiments

Lambrecht, A and Tucker, C E (2016) On storks and babies : correlation, causality and field experiments. GfK Marketing Intelligence Review, 8 (2). ISSN 1865-5866

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Abstract

The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the impact of marketing investments. Big data allows for detecting patterns and often it seems plausible to interpret them as causal. While it is quite obvious that storks do not bring babies, marketing relationships are usually less clear. Apparent “causalities” often fail to hold up under examination. If marketers want to be sure not to walk into a causality trap, they need to conduct field experiments to detect true causal relationships. In the present digital environment, experiments are easier than ever to execute. However, they need to be prepared and interpreted with great care in order to deliver meaningful and genuinely causal results that help improve marketing decisions.

Item Type: Article
Additional Information: Anja Lambrecht / Catherine E. Tucker, On Storks and Babies: Correlation, Causality and Field Experiments, GfK Marketing Intelligence Review, 8 (2) Nov 2016 Available at: https://doi.org/10.1515/gfkmir-2016-0012
Subjects: F > Fieldwork
C > Correlation
Subject Areas: Marketing
DOI: 10.1515/gfkmir-2016-0012
Date Deposited: 30 Aug 2017 16:14
Last Modified: 08 Sep 2017 17:00
URI: http://lbsresearch.london.edu/id/eprint/859

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