Google CausalImpact vs Meta GeoLift - Comparison of Top Open Source Incrementality Packages
In this video, I discuss the following things: 0:00 What incrementality testing is and why it is a rage now 3:30 Why you can't trust in-app "incremental attribution" models 7:10 Introduction to the open source packages 9:35 The mathematical foundations of each (Bayesian Structural Time Series vs Synthetic Control Methods) 16:15 Causal Impact code walkthrough 21:30 GeoLift code walkthrough I use the open source packages Causal Impact and GeoLift by Google and Meta respectively to discuss these. I have shared other videos related to Incrementality Testing in the past. Here are some: • Incrementality Factor in Daily Performance... • How to Use Incrementality Testing to Estab... • Understand the Different Ways to Measure I... • Incrementality Test to Detect Lift Using D... • Measuring Incrementality of Branded Search... • Geo Clustering for Geo Holdout Incremental... #marketinganalytics #marketingmeasurement #causalinference #marketingscience #marketingeffectiveness
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