All Reports
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Enhancing Power of Marketing Experiments Using Observational Data
Jun 5, 2018 Ron Berman and Elea McDonnell Feit, 2018, 18-116-06This stratification approach may help marketers decrease the size of marketing experiments or gain more accurate insights from previously run experiments.
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The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand Evaluations
Jun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06In our fractured media environment, background ads can shape consumer attitudes towards brands, and can even create more positive evaluations.
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Spillover Effects and Freemium Strategy in Mobile App Market
Jun 3, 2018 Yiting Deng, Anja Lambrecht, and Yongdong Liu, 2018, 18-114-06A freemium strategy can indeed increase sales of the paid version, but firms need to ensure that benefits of paid are sufficiently high to induce upgrades.
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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
May 14, 2018 Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky, 2018, 18-113-05Are 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.
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Online Marketplace Advertising
May 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05This 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.