2020/01/18
The Causal Effect of New Year’s Resolutions
We treat the turn of the year as an intervention to infer the causal effect of New Year’s resolutions on McFit’s Google Trend index. By comparing the observed values from the treatment period against predicted values from a counterfactual model, we are able to derive the overall lift induced by the intervention. Throughout the year, people’s interest in a McFit gym membership appears quite stable.1 The following graph shows the Google Trend for the search term “McFit” in Germany for April 2017 to until the week of December 17, 2017.