Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the...

Advertisers and researchers use tools provided by advertising platforms to conduct randomized experiments for testing user responses to creative elements in online ads. Internally valid comparisons between ads require the mix of experimental users exposed to each ad to be similar across all ads....

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and...

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...