Synthetic controls for multichannel revenue lift
A causal synthetic-control framework—and later a self-serve tool—to measure incremental revenue from multichannel engagement when RCTs were not possible.
Minutes
To run a lift analysis in the self-serve tool
Challenge
The company could not reliably measure incremental value of multichannel engagement. Selection bias clouded results, and randomized experiments were constrained by external platforms—so investment decisions relied on directional insight alone.
What we did
FocusKPI built a causal inference framework using synthetic controls to construct comparable single-channel groups and isolate multichannel impact. After the study succeeded, the approach was operationalized in an interactive tool for defining audiences, selecting covariates, and running analyses in minutes.
Results
Teams gained a defensible view of incremental value, improved ROI confidence on channel investments, and scaled lift measurement beyond a one-off study.
“Having visibility into the incrementality allows the App team to properly size the revenue upside and prioritize resources and roadmap initiatives more effectively.”
Why it worked
Rigorous causal methodology was packaged into a usable workflow tool—so credibility and adoption scaled together.
Discuss a similar engagement
We typically start with a scoped proof of concept before production deployment.