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← Causal Inference 101

5 min read

Causal inference in marketing

Campaign lift, incrementality, holdout tests, and uplift targeting for better spend allocation.

Marketing leaders care about incrementality: sales caused by the campaign, not baseline demand. Holdout groups and geo experiments are causal designs; observational lift models fill gaps when experiments are costly.

Uplift and HTE methods rank customers by expected incremental response so budgets avoid sure things and do-not-disturbs.

Run this method on your data — no Python

CausalLens runs matching, DiD, causal forests, DoWhy refutation, and more — with balance tables, sensitivity checks, and PDF export.

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