Definition
In a causal relationship, one event has been proven to be the result of another event. This is also referred to as cause and effect. A correlation between two events does not necessarily mean that the relationship is a causal one. [1]
Causal research refers to a research design that emphasizes determining cause-and-effect relationships.
A causal metric is one used to choose a course of action that leads to improvement. It identifies a driver or reason for the observed outcome, suggests specific intervention(s) for positive change, and provides a means to assess whether the intervention has the desired effect. [2]
“Causal” is one of the 10 Characteristics of an Ideal Metric designated by the Marketing Accountability Standards Board. [3]
See Also
Calibrated metric
Causal research
Objective metric
Quality assured metric
Relevant metric
Simple metric
Transparent metric
References
- Common Language in Marketing Project, 2016.
- Accountable Marketing: Linking marketing actions to financial performance, 1st Edition; Eds. Stewart, David W. & Gugel, Craig; Routledge, 2016.
- Universal Marketing Dictionary Project, 2023.