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 Reviews: Star Ratings, Position Effects and Purchase LikelihoodApr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04
In this report, Prasad Vana and Anja Lambrecht study how individual reviews displayed on the product webpage of an online retailer affect consumers’ purchase…
The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102-01
One of the first studies to show how product price influences consumers’ responses to display ads.
5 Must-reads from Dartmouth’s Kusum AilawadiJan 15, 2018
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
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