Concepts

• 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧 – how to distinguish correlation from causation.
• 𝐂𝐨𝐮𝐧𝐭𝐞𝐫𝐟𝐚𝐜𝐭𝐮𝐚𝐥𝐬 – what would’ve happened without the campaign (the outcome under the scenario that didn’t occur).
• 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐨𝐮𝐭𝐜𝐨𝐦𝐞𝐬 – the foundation for thinking about “what if” scenarios (all possible outcomes under different treatments, like running vs. not running a campaign).

Ref

• The importance of experimentation in marketing
• Scott Cunningham’s book, Causal Inference: The Mixtape: has a great chapter (4) on potential outcomes