[mikpanko]

An important topic. Today most tech companies worship a/b experiments as the main way of being data-driven and bringing causality into decision-making. It deserves to be the gold standard.

However, most experiments are usually expensive: they require investing in building the feature in question and then collecting data for 1-4 weeks before being certain of the effects (plus there are long-term ones to worry about). Some companies report that fewer than 50% of their experiments prove truly impactful (my experience as well). That’s why only a small number of business decisions are made using experiments today.

Observational causal inference offers another approach, trading off full confidence in causality with speed and cost. It was pretty hard to run correctly so far, so it is not widely adopted. We are working on changing that with Motif Analytics and wrote a post with an in depth exploration of the problem: https://www.motifanalytics.com/blog/bringing-more-causality-... .