Dynamic Synthetic Controls vs. Panel-Aware Double Machine Learning for Geo-Level Marketing Impact Estimation
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arXiv
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| Autori principali: | , , |
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| Natura: | Preprint |
| Pubblicazione: |
2025
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| _version_ | 1866916922804666368 |
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| author | Lee, Sang Su Loganathan, Vineeth Raghavan, Vijay |
| author_facet | Lee, Sang Su Loganathan, Vineeth Raghavan, Vijay |
| contents | Accurately quantifying geo-level marketing lift in two-sided marketplaces is challenging: the Synthetic Control Method (SCM) often exhibits high power yet systematically under-estimates effect size, while panel-style Double Machine Learning (DML) is seldom benchmarked against SCM. We build an open, fully documented simulator that mimics a typical large-scale geo roll-out: N_unit regional markets are tracked for T_pre weeks before launch and for a further T_post-week campaign window, allowing all key parameters to be varied by the user and probe both families under five stylized stress tests: 1) curved baseline trends, 2) heterogeneous response lags, 3) treated-biased shocks, 4) a non-linear outcome link, and 5) a drifting control group trend.
Seven estimators are evaluated: three standard Augmented SCM (ASC) variants and four panel-DML flavors (TWFE, CRE/Mundlak, first-difference, and within-group). Across 100 replications per scenario, ASC models consistently demonstrate severe bias and near-zero coverage in challenging scenarios involving nonlinearities or external shocks. By contrast, panel-DML variants dramatically reduce this bias and restore nominal 95%-CI coverage, proving far more robust.
The results indicate that while ASC provides a simple baseline, it is unreliable in common, complex situations. We therefore propose a 'diagnose-first' framework where practitioners first identify the primary business challenge (e.g., nonlinear trends, response lags) and then select the specific DML model best suited for that scenario, providing a more robust and reliable blueprint for analyzing geo-experiments. |
| format | Preprint |
| id |
arxiv_https___arxiv_org_abs_2508_20335 |
| institution | arXiv |
| publishDate | 2025 |
| record_format | arxiv |
| spellingShingle | Dynamic Synthetic Controls vs. Panel-Aware Double Machine Learning for Geo-Level Marketing Impact Estimation Lee, Sang Su Loganathan, Vineeth Raghavan, Vijay Machine Learning Accurately quantifying geo-level marketing lift in two-sided marketplaces is challenging: the Synthetic Control Method (SCM) often exhibits high power yet systematically under-estimates effect size, while panel-style Double Machine Learning (DML) is seldom benchmarked against SCM. We build an open, fully documented simulator that mimics a typical large-scale geo roll-out: N_unit regional markets are tracked for T_pre weeks before launch and for a further T_post-week campaign window, allowing all key parameters to be varied by the user and probe both families under five stylized stress tests: 1) curved baseline trends, 2) heterogeneous response lags, 3) treated-biased shocks, 4) a non-linear outcome link, and 5) a drifting control group trend. Seven estimators are evaluated: three standard Augmented SCM (ASC) variants and four panel-DML flavors (TWFE, CRE/Mundlak, first-difference, and within-group). Across 100 replications per scenario, ASC models consistently demonstrate severe bias and near-zero coverage in challenging scenarios involving nonlinearities or external shocks. By contrast, panel-DML variants dramatically reduce this bias and restore nominal 95%-CI coverage, proving far more robust. The results indicate that while ASC provides a simple baseline, it is unreliable in common, complex situations. We therefore propose a 'diagnose-first' framework where practitioners first identify the primary business challenge (e.g., nonlinear trends, response lags) and then select the specific DML model best suited for that scenario, providing a more robust and reliable blueprint for analyzing geo-experiments. |
| title | Dynamic Synthetic Controls vs. Panel-Aware Double Machine Learning for Geo-Level Marketing Impact Estimation |
| topic | Machine Learning |
| url | https://arxiv.org/abs/2508.20335 |