Causal Analysis to the Rescue

Marketing Research

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Published 10/21/2009

Author: Frank Buckler

Dr. Frank Buckler is founder of NEUSREL Causal Analytics and develops solutions based on neural networks for socioeconomic
applications for more than 15 years. He employed his methods as a project manager for leading specialized consultancies as Simon, Kucher & Partners. His academic background is electrical engineering and marketing science with a focus on quantitative methods. He may be reached at www.neusrel.com.

Summary

Despite its popularity, descriptive analysis is barely suitable for concluding effective measures because it is prone to spurious correlations. Causal (path) analysis methods are needed to handle the risk, but today’s methods are barely able to cope with the requirements and complexity
of business applications. This article introduces a practical method that explores unknown success factors and is able to uncover complex but invaluable details. Case studies illustrate the value to market research.

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