Generalizable and Robust TV Advertising EffectsJan 3, 2020 Bradley T. Shapiro, Günter J. Hitsch, and Anna E. Tuchman, 2020, 20-100
How much does advertising generally work? Less than the published literature shows, according to this study. Researchers used Nielsen data to estimate advertising elasticities brand by brand, carefully controlling for confounding factors. Their findings offer an important caution to decision makers.
State-of-the-Art Methods for Targeting InterventionsNov 11, 2019 Dean Eckles, Massachusetts Institute of Technology
All marketers face the question of who to target with costly marketing interventions (e.g., advertising, discounts, detailing). Dean Eckles will illustrate state-of-the-art in methods for evaluating and optimizing targeting.
Measuring Consumer Sensitivity to Audio Advertising Load: A Field Experiment on Pandora Internet RadioNov 11, 2019 David Reiley, Principal Scientist, Pandora
David Reiley will present key insights and findings from a randomized experiment with almost 35 million Pandora listeners over 21 months.
Experimentation and Causality in Modern Digital AdvertisingNov 11, 2019 Harikesh Nair, Stanford University
Harikesh Nair describes how modern ad-systems leverage sophisticated tracking to understand outcomes and exposure at scale, using examples from the ad-experimentation platform of JD.com in China.
Human + Machine: How Content Analytics Delivers Unsurpassed Value to AdvertisersSep 30, 2019
Dinesh Gopinath, Global Head of Product and Data Strategy, Kantar Analytics Practice
Kantar's Dinesh Gopinath will discuss different ways advertisers are capitalizing on a revolutionary analytics to produce content, amplify and multiply its value, while dramatically shortening the idea-to-value timeframe.
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