Wissenschaftliche Literatur omnichannel marketing

Helmut Wasserbacher

Causal Inference and Causal Machine Learning for Data-Driven Management

Applications in Corporate Finance and Marketing

Schriftenreihe innovative betriebswirtschaftliche Forschung und Praxis

The availability of large amounts of data, coupled with artificial intelligence and machine learning as suitable techniques to exploit them, has led to increasing interest in data-driven management. Data are turned into insights, and insights into management decisions.

In the midst of this passion for artificial intelligence, practitioners must remain aware that most machine learning methods maximize predictive performance. This is not the same as identifying causal patterns. Outside a valid causal framework, machine learning will lead to flawed conclusions…