Causal Inference in Retail: An M&S Case Study

Explore causal inference applications in retail through this 41-minute conference talk by Christopher Hassan and Dipankar Nath from Marks and Spencer. Delve into the complexities of understanding consumer behavior in digital outreach campaigns, including email and mobile app push notifications. Learn how M&S tackles the challenge of predicting customer responses—from ignoring to unsubscribing—and the associated costs. Discover methods for calculating the incremental impact on customer lifetime value (CLV) based on shopping patterns in specific categories. Gain insights into how M&S leverages causal inference to reduce unsubscribe rates and compute CLV, enabling personalized customer experiences that generate long-term value. This technical practitioner session, part of the Data Science Festival Oktoberfest 2023, offers valuable knowledge for data-driven professionals seeking to solve real-world retail problems using advanced analytical techniques.