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Frontiers: which firms gain from digital advertising? : evidence from a field experiment

Dai, Weijia; Kim, Hyunjin; Luca, Michael - In: Marketing science 42 (2023) 3, pp. 429-439

Persistent link: https://www.econbiz.de/10014317393

Close enough? : a large-scale exploration of non-experimental approaches to advertising measurement

Gordon, Brett R.; Moakler, Robert; Zettelmeyer, Florian - In: Marketing science 42 (2023) 4, pp. 768-793

Persistent link: https://www.econbiz.de/10014317642

Cold start to improve market thickness on online advertising platforms : data-driven algorithms and field experiments

Ye, Zikun; Zhang, Dennis J.; Zhang, Heng; Zhang, Renyu; … - In: Management science : journal of the Institute for … 69 (2023) 7, pp. 3838-3860

Persistent link: https://www.econbiz.de/10014338291

Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment

Montaguti, Elisa; Neslin, Scott; Valentini, Sara - 2013

, causal relationship. We design and implement a randomized field experiment to investigate this issue. The field experiment … tests four marketing campaigns that vary in the communications message and the provision of financial incentives. We find … that the multichannel/profitability relationship indeed is actionable. A properly designed marketing campaign increases the …

Persistent link: https://www.econbiz.de/10014165997

Investigating Complementarities in Subscription Software Usage Using Advertising Experiments

Zeller, Jon; Narayanan, Sridhar - 2022

In this study, we examine complementarities in usage across a set of related software products from a multi-product firm. We employ a novel experimental approach to causally estimate complementarities, leveraging rich usage data and advertising experiments that affect usage of one product at a...

Persistent link: https://www.econbiz.de/10014087347