TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Causality, Optimality, and Marketing ModelingFeb 09, 2017 Peter E. Rossi, University of California, Los Angeles
The role of causal inference is to establish the true effect sizes for various marketing actions. As such, causal inference relies heavily on counterfactual reasoning. Peter Rossi will review the basics of causal inference and provide examples of valid reasoning and challenges for existing practices.
TV Ads and Search Spikes: Toward a Deeper UnderstandingFeb 09, 2017 Kenneth C. Wilbur, University of California, San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to "mundane" TV ads. The question is, does search reliably predict intent?
Advertising Spending in the Digital AgeFeb 09, 2017 Shuba Srinivasan, Boston University
Much has been learned about the impact of advertising on business performance. But do these lessons still hold in the digital age?
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