You see a customer behavior pattern that goes against what the business expected. Before changing the narrative, you need to decide whether the result is real, spurious, or driven by a hidden segment or confounder.
How would you explain a surprising customer trend when it conflicts with what the business expected?
Hypothesis testing to check whether the trend is likely due to noiseP-value interpretationCausal reasoning about confounding and segment mixCorrelation versus causation in customer analytics