Working Papers

Enhancing Power of Marketing Experiments Using Observational Data

Ron Berman and Elea McDonnell Feit

Jun 5, 2018

Firms with prior panel data on customer response to advertising (e.g., CRM data) can use this observational data to identify more-responsive customers and improve the power of prospective experiments. Using this stratification approach to re-analyze several direct mail and email experiments, researchers are able to increase the accuracy of estimates of average marketing response by 10%-20%.

 

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.