Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits? Michelle Andrews will describe a geo-experiment where consumers were split into treatment and control regions, overcoming device and consumer-level ID issues, which enabled researchers to detect lifts in impressions, clicks and conversions on mobiles, tablets, and desktops in treated regions, by keyword funnel level.
Related ConferenceNov 14 – 16, 2018
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