When and how to apply causal inference as a marketing measurement method. Examples and applications. – Irina Brudaru

​Outline:

• ​Start with a problem and brainstorm how to measure.
• Say, big posters on big buildings: how to track impact?
• Causal Inference 101 minimal theory.
• Data and Demo on the Infer (low code) platform, output and interpretation

​About the speaker:

​With a lifelong passion for coding, which began at age 12, Irina built on her engineering background and earned a master’s degree focused on big data algorithms. Over the past 15 years, she's developed into a versatile data generalist and has spent a decade mentoring aspiring professionals. A former Googler, she now serves as a data “Swiss knife” specializing in Marketing Mix Modeling (MMM) and causal inference within the sexual wellness industry. Outside of data, she’s a proud “mom” to three feathered kids, a cooking enthusiast, and an avid mushroom forager in her free time.

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