On Storks and Babies: Correlation, Causality and Field Experiments
The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the impact of marketing investments. Big data allows for detecting patterns and often it seems plausible to interpret them as causal. While it is quite obvious that stor...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2016-11-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2016.8.issue-2/gfkmir-2016-0012/gfkmir-2016-0012.xml?format=INT |