A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at FacebookMay 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05
Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. advertising experiments at Facebook, this study finds a significant difference in estimates of ad effectiveness obtained from randomized controlled trials and from observational approaches.
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. Results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
Does IT Lead to More Equal Treatment? An Empirical Study of the Effect of Smartphone Use on Customer Complaint ResolutionMay 10, 2018 Catherine Tucker and Shuyi Yu, 2018, 18-111-05
By providing a standardized communication tool, mobile technologies can lead to fairer outcomes for people who submit service complaints in neighborhoods with lower education levels.
The Geography of Poverty and Nutrition: Food Deserts and Food Choices across the United StatesMay 10, 2018 Hunt Allcott, Rebecca Diamond, and Jean-Pierre Dubé, 2018, 18-110-05
Exposing low-income households to the same grocery store availability and prices as high-income households reduced nutritional inequality by only 9%.
Opinion Leaders or Opinion Followers? The Effect of Centrality on Susceptibility to Group InfluenceMay 10, 2018 Edith Shalev and Rom Y. Schrift, 2018, 18-109-05
Marketers should adjust their expectations of the social influence of consumers with a large number of ties. Sometimes, these central consumers are opinion followers rather than leaders.