Marketing has spent a century pretending it’s a machine you can feed cash and read like a receipt, and Kathleen is here to take that apart. She makes the case that markets behave more like weather than vending machines, walks through her 4 mindset shifts for leading in the chaos, and explains why a single north-star metric quietly wrecks your decisions.More
Tag Archives: causal AI
227: The Correlation masquerade (The Dungeon of martech architecture, part 3)
Your warehouse is clean, your agents are running, everything looks like it’s working, and that’s the trap. This floor is where AI mistakes correlation for causation and scales the mistake at machine speed, eroding revenue behind a green dashboard. We unpack the fix: holdouts, guardrails, and a causal context graph that proves what actually works.More
212: Tobias Konitzer: The Causal AI revolution and the boomerang effect in marketing decision science
Tobi challenged marketing’s fixation on prediction. He has built highly accurate LTV models, but accuracy alone does not move revenue. Marketing is intervention. Correlation shows patterns; causality tells you what happens when you pull a lever. That shift reshapes experimentation, explains why dynamic allocation can outperform static A B tests, and highlights how self learning systems can backfire or get stuck in local maxima.More
176: Rajeev Nair: Causal AI and a unified measurement framework
Rajeev believes measurement only works when it’s unified or multi-modal, a stack that blends multi-touch attribution, incrementality, media mix modeling and causal AI, each used for the decision it fits. At Lifesight, that means using causal machine learning to surface hidden experiments in messy historical data and designing geo tests that reveal what actually drives lift. Attribution alone can’t tell you what changed outcomes.More