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Incrementality Testing with DiD/TWFE/Event study model
Автор: Marketing Analytics With Kisholoy
Загружено: 2025-09-14
Просмотров: 137
Описание:
Difference-in-Difference (DiD) and its close cousins Event Study Modeling and Two Way Fixed Effects (TWFE) are very important causal modeling approaches used for incrementality testing. If you want to understand how much incremental impact a certain campaign initiative has had, you can leverage these methods. I discuss the entire intuition, math and concepts in this video.
Notion Doc:
https://www.notion.so/Incrementality-...
#causalinference #marketinganalytics #marketingmeasurement #performancemarketing
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