Marketing Funnel Causal Inference in Financial Services

Music City Center 

In marketing optimization, the marketing funnel or buyer's journey is a common heuristic through which marketing departments analyze their audiences. This work explores whether awareness, familiarity, and satisfaction, measured through survey responses, are causal mediators of the relationship between exogenous factors like market share and marketing spend, and an outcome of interest like sales. An example with open-source U.S. government banking data is presented to illustrate the Bayesian causal mediation analysis.