Better's Wizard: An ML tool for interpretable, causal conversion predictions

better.engineering

The timeless question about conversion rates is...why did they go up / down / not move as much as we thought they would? It's easy to go to a conversion rate chart with a hypothesis and see the rough general direction you expect and attribute that change to your hypothesis. But...that's just not how that works.

This could actually be the simplest, most effective solution I've seen written up for how to answer this persistent question. Useful. Great post by dbt community member Kenny Ning!

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