Estimating marketing component effects : double machine learning from targeted digital promotions
Year of publication: |
2023
|
---|---|
Authors: | Ellickson, Paul B. ; Kar, Wreetabrata ; Reeder, James C. |
Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 42.2023, 4, p. 704-728
|
Subject: | advertising | causal machine learning | digital marketing | robust inference | targeted digital promotions | Künstliche Intelligenz | Artificial intelligence | Online-Marketing | Internet marketing | Digitalisierung | Digitization | Werbung | Advertising | Werbewirkung | Advertising effects |
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