Working Papers

Linking Clicks to Bricks: Spillover Benefits of Online Advertising

Mi Zhou, Vibhanshu Abhishek, Edward H. Kennedy, Kannan Srinivasan, and Ritwik Sinha

Apr 8, 2020

Investigates the impact of email on online and offline revenues, using a high-dimensional observational dataset from one of the largest retailers in the U.S., which links each consumer’s online behaviors to item-level purchase records in physical stores.

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