Google launched Contribution Analysis for BigQuery
How to find Key Insights with Contribution Analysis in BigQuery ML
Google just launched Contribution Analysis for BigQuery. Let’s look into how this feature works and when to use it.
Contribution Analysis is an evaluation approach that provides a systematic way of understanding an intervention’s contribution to observed outcomes or impacts[1].
As data volumes grow, it becomes increasingly challenging for organizations to understand why their data changes. Identifying the root causes of critical trends and fluctuations is difficult, limiting their ability to make well-informed decisions. For instance, a company might question, “What drove the revenue increase from Q1 to Q2?” or “Why did the click-through rate on an ad drop by 5% last week?” This kind of analysis requires tools that can break down the data into segments to find statistically significant drivers[1][2].
