Experimental Design in Observational Data

Music City Center 

Observational Data is difficult to design as the controlled aspect of Design of Experiments is not present in Observational Data. Specifically in Marketing, we use Observational Experimental Design Techniques like Augmented Synthetic Controls to create an accurate control to gauge treatment performance. This approach uses simulations to understand potential outcomes from a test, and evaluates the best set of locations for testing. We have shown this approach to be successful in proving marketing efficacy, and is useful for inclusion in calibrating media-mix models.