Mitigating Estimation Risk: a Data-Driven Fusion of Experimental and Observational Data

Francisco Blasques, Paolo Gorgi, Siem Jan Koopman and Noah Stegehuis
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Francisco Blasques: Vrije Universiteit Amsterdam and Tinbergen Institute
Paolo Gorgi: Vrije Universiteit Amsterdam and Tinbergen Institute
Siem Jan Koopman: Vrije Universiteit Amsterdam and Tinbergen Institute
Noah Stegehuis: Vrije Universiteit Amsterdam and Tinbergen Institute

No 24-066/III, Tinbergen Institute Discussion Papers from Tinbergen Institute

Abstract: The identification of causal effects of marketing campaigns (advertisements, discounts, promotions, loyalty programs) require the collection of experimental data. Such data sets frequently suffer from limited sample sizes due to constraints (time, budget) which can result in imprecise estimators and inconclusive outcomes. At the same time, companies passively accumulate observational data which oftentimes cannot be used to measure causal effects of marketing campaigns due to endogeneity issues. In this paper we show how estimation uncertainty of causal effects can be reduced by combining the two data sources by employing a self-regulatory weighting scheme that adapts to the underlying bias and variance. We also introduce an instrument-free exogeneity test designed to assess whether the observational data is significantly endogenous and experimentation is necessary. To demonstrate the effectiveness of our approach, we implement the combined estimator for a real-life data set in which returning customers were awarded with a discount. We demonstrate how the indecisive result of the experimental data alone can be improved by our weighted estimator, and arrive to the conclusion that the loyalty discount has a notably negative effect on net sales.

Keywords: endogeneity; data fusion; experimental data; observational data (search for similar items in EconPapers)
JEL-codes: C51 C55 C93 (search for similar items in EconPapers)
Date: 2024-11-03
New Economics Papers: this item is included in nep-ecm, nep-exp, nep-inv and nep-mac
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