Correlation vs. Causation: Measuring True Impact with Propensity Score Matching

# Why Your Data Might Be Lying to You (And How to Fix It) When you notice that customers who use your product more seem happier, you can't assume the product made them happy—maybe happy people just use products more. Propensity Score Matching is a technique that solves this problem by finding statistically similar groups of people and comparing them fairly, so you can actually tell whether your business decisions are truly working or just seem to be. It's like finally being able to answer the question "did our change actually cause this result, or is something else going on?"