This article explores the fundamental principles and applications of causal inference in data science, particularly focusing on attribution systems across business domains. It examines how causal inference methods enable organizations to move beyond traditional correlation to establish more robust attribution frameworks. The article discusses key methodological approaches, including directed acyclic graphs, counterfactual analysis, and machine learning integration, while addressing implementation challenges in real-world business settings. Through analysis of recent research and case studies, the article demonstrates how causal inference techniques enhance decision-making accuracy in marketing, customer analytics, and financial strategies. The article highlights both the theoretical foundations and practical applications of causal inference, emphasizing its role in improving attribution accuracy and business outcomes across various organizational contexts.
Keywords: Decision Making, attribution systems, business analytics, causal inference, machine learning
