Not really correct. Advertising incrementality is pretty easy to determine by in-market tests and statistical modeling or causal inference techniques. Feature E

Not really correct. Advertising incrementality is pretty easy to determine by in-market tests and statistical modeling or causal inference techniques. Feature Engineering for effective model construction does require a body of significant domain knowledge and so your average academic Post-Doc or FAANG data science type tends to struggle in this space unless they learn quickly (I've hired from both before). The space is dominated by large research vendors, specialist consultancies or in-house teams with accumulated institutional knowledge. All this costs though and pays out only if your marketing budgets are in the tens to hundreds of millions of dollars zone. In a lot of Tech industry firms, the in-house expertise just isn't there to do this stuff and that possibly breeds skepticism. I've had fairly junior members of my teams head out to FAANG who've been shocked at how limited the depth of knowledge is.