Backpropogation & Effect Adjustments

How effects are back-propogated to get the indirect effect and the true total effects


Before we start the back-propogation process, we have already successfully completed these two :

  1. FCI based Causal Discovery based on the Causal Graph
  2. Ridge Regression based Direct & Nested Direct effect estimation (A detailed view of this approach can be seen here )

Effect Adjustments - Getting to Indirect & Total Effects from Direct Effects

To explain how the adjustment of contributions happens, let us take a simple example and go through the various stages

Stage 1 - We start with a DAG, backed by domain knowledge. Let us assume that the DAG looks like this :


Stage 2 - Apply Causal Discovery on this and we get to know the strength of these relationships

[Refer this page to know about the algorithm ]


Step 3 - Get the direct effect and contribution from the ML based process based on ridge regression

Step 4 - Run separate ridge regression approaches to explain the change in mediator variables as a function of its drivers

This gives us the nested direct contribution of "Drivers" to "Mediators"


The True Contribution with Back-propagation

True contribution is the sum of Direct & Indirect Contributions, also know as the Total Effect.

  • For Drivers, Total Effect = Direct Effect + Indirect Effects
  • For Mediator variables, Total Effect = Direct Effect - (Sum of Indirect Effects through them)

This way we penalise the mediator and distribute the Effect (which is the incremental contribution) to the true causal drivers


**Example **

VariableDirect Effect on SalesIndirect Effect (from DAG)Total Effect
TV5%5.75%10.75%
Brand Equity20%1.5% - (4%)17.5%
Branded Search5%-(1.5%+.25%)3.25%
Organic Search Impressions5%-.25%4.75%
Retargeting10%4%6%
Meta Prospecting15%4%19%

Next let us understand the core ML algorithm that powers this inference. It is detailed here