Is it worth it? Causality evaluation of a marketing campaign by Ana Marques and Miguel Vicente

How can marketers truly measure the impact of their campaigns? In this Data Makers Fest talk, Ana Marques and Miguel Vicente break down two powerful evaluation methods: A/B testing and causal machine learning (ML). While A/B testing is a widely used approach, it has limitations in assessing campaign performance. Causal ML goes further by uncovering true cause-and-effect relationships, providing deeper insights into what drives success. This session explores how combining these techniques can lead to more effective marketing strategies. :::::: If you love watching content like this, consider joining us in person at the next event: www.datamakersfest.com 👉 FOLLOW US Instagram: https://www.instagram.com/datamakersfest/ LinkedIn: https://www.linkedin.com/showcase/data-makers-fest/ Our channel features talks for anyone building products and services with and around data. Subscribe to our channel for videos on Data Science, Machine Learning, AI, Data Engineering, and more. Data Makers Fest videos may be used for non-commercial purposes under a Creative Commons License, Attribution–Non-Commercial–No Derivatives (or the CC BY – NC – ND 4.0 International). To use the talk for other purposes, please contact us at [email protected]. #datamakersfest #datascience #ai #machinelearning #dataengineering