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Table Table 6 Go-to-market & pricing

Is PVM a causal explanation?

Causal fieldQuestion to answer
TreatmentWhich price, assortment, launch, or discontinuation action changed?
ComparisonWhich eligible lines, customers, markets, or time periods provide the counterfactual?
OutcomeRevenue, units, margin, retention, or another defined result?
WindowWhen can the outcome respond, and how are partial periods handled?
Concurrent changesWhat else changed in distribution, capacity, promotion, product, or contract terms?
TestWhich design can separate the focal change from those concurrent changes?

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Reference & Evidence

Source: Table from this essay. Sources and interpretation are given in the article.

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