Threads
Methods that cross disciplines
The four disciplines are organized around the question being asked. Some method families answer more than one of them, and splitting those across tabs would either duplicate the work or hide half of it. These are the cross-cutting views.
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Causal ML
Estimating who would change their behavior, and turning that into a decision about who to contact.
Incrementality Decisioning12 pieces Read → -
Attribution and mix models
Dividing an observed outcome across channels, and the counterfactual that none of these methods contains.
Attribution Allocation14 pieces Read →