MKT.10:11 - SoTA-Echoing

For observational marketing models, adopt the distinction in Google Meridian’s causal-inference guidance between model fit and causal grounds: alternative well-fitting models can imply different returns, and consequential assumptions need domain justification. This supports bounded interpretation rather than selection by predictive accuracy alone.

For the construction of an answer, adopt C.28.CM and MMP.15’s developed separation of causal contrast, assumptions, identification and estimation, then join their result to MA.8’s prospective account. This adds work when an action depends on an effect; an adequate ordinary description remains sufficient for a descriptive question.