Marketing teams are leading the adoption of generative AI, but are they using the right tools to drive real outcomes? Predictive analytics helps CEOs and CFOs allocate credit through multi-touch ...

Causal Impact, created in 2015 by Kay Brodersen, is a solution used to estimate the causal effect of a designed intervention on a time series. While Causal Impact has various use cases, adoption ...

The line between correlational and causal PA research is narrow ... it is not possible for all research questions to be causally motivated, irrespective of study design, sample size, objective ...