Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using hypothesis testing, we re-frame them as an explicit...

Advertising experiments often suffer from noisy responses making precise estimation of the average treatment effect (ATE) and evaluating ROI difficult. We develop a principal stratification model that improves the precision of the ATE by dividing the customers into three strata -- those who buy...

Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to...

Targeting individual consumers has become a hallmark of direct and digital marketing, particularly as it has become easier to identify customers as they interact repeatedly with a company. However, across a wide variety of contexts and tracking technologies, companies find that customers can not...

This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands are simply "more preferred"...

Discrete choice models estimated using hypothetical choices made in a survey setting (e.g., choice-based conjoint) are widely used to forecast the effects of product design and marketing mix decisions. Survey methods allow the researcher to estimate preferences for product features that do not...

Ad exchanges, i.e., platforms where real-time auctions for ad impressions take place, historically emphasized targeting based on users, and advertisers often did not know which sites their ads would appear on, i.e., the ad context. More recently, some ad exchanges have been encouraging...