The Causal Impact Framework

The Causal Impact Framework is a method used to estimate the effect of a specific intervention or change—like a new policy or marketing campaign—by comparing observed outcomes to what would have happened otherwise. It uses historical data and statistical models to predict the normal trend or behavior without the intervention, then measures how the actual results differ from this prediction. This helps determine whether the intervention caused a real impact, providing a clear understanding of its effectiveness while accounting for natural fluctuations and external factors.