Webinars
Measuring What Matters: Experimentation and Incrementality in Digital Advertising
How much do your ads really drive results? Measuring true incrementality, the causal impact of ads on conversions, remains one of the toughest challenges in digital marketing. While experiments are a reliable way to establish causal impact, they can come with costs and tradeoffs.
In this webinar, we explore new research on how advertisers and platforms make experimentation decisions—and why some firms choose not to test at all. You’ll gain practical insights on when experimentation pays off, how platform dynamics shape outcomes, and what it means for improving marketing ROI.
speaker
Jason Choi is Assistant Professor in the Marketing department at the Robert H. Smith School of Business, University of Maryland, College Park. His research studies the strategic interactions between consumers and firms in the context of digital marketing. His research has been published at Management Science, Marketing Science, and Journal of Marketing Research. He is an associate editor of Quantitative Marketing and Economics and on the editorial board of Marketing Science.