Assuming causation is a common marketing mistake. We assume that our advertising is effective because sales are up. This might be the cause. But it might not. Other things may have been the cause or contributed to some of it. Such as improved distribution. Or increased media spend. A price promotion. Or decreased competitor activity. Or the entire market is up. Or the weather. When you see correlation - don’t assume causation until you’ve ruled out other possibilities.

Taken from my notes from Run with Foxes