ANALYTICS SYSTEM AND METHOD FOR ASSESSING MULTI-CHANNEL CAUSAL IMPACT OF THE INTRODUCTION OF NEW DIGITAL CHANNELS

A method for identifying causal impact of introducing digital channels and enhancements, the method comprising receiving data corresponding to online interactions with consumers based on online monitoring of an advertiser, identifying digital channels associated with the online interactions with consumers, identifying online metrics for assessment associated with the digital channels, determining a Bayesian time-series model for the data based on the identified online metrics, analyzing causality impact of an intervention for one or more paid digital and organic digital channels using the Bayesian time-series model, identifying optimal pre- and post-intervention assessment time periods based on causality impact of the one or more paid digital and organic digital channels that is statistically significant, and generating a report including a causality assessment of the online metrics for the one or more paid digital and organic digital channels by period based on the causality impact during the optimal pre- and post-intervention time periods.