Tag: causal-inference

All the articles with the tag "causal-inference".

• Your MMM's Control Coefficients Are Not Findings

  28 Jun, 2026

  In a marketing-mix model you add seasonality, price, and competitor spend so your media coefficients come out clean. Then someone reads those control coefficients as insights. That's the Table 2 fallacy, and in an MMM it comes with two extra ways to get burned.

• The Effect You're Looking For Isn't in Your Panel Data

  27 Jun, 2026

  A between-person association and a within-person effect can differ in size or even flip sign. Most longitudinal models silently estimate a blend of the two, and the model you reach for decides which question you're actually answering.

• The Table 2 Fallacy: Your Control Variables Aren't What You Think

  25 Jun, 2026

  Controlling for a variable to identify your treatment effect doesn't mean that variable's coefficient is causally interpretable — and confusing the two is surprisingly common.