Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo!

Autor:	Randall A. Lewis, David Reiley
Rok vydání:	2014
Předmět:	Marketing business.industry Randomized experiment Display advertising Economics Econometrics and Finance (miscellaneous) Causal effect Estimator Advertising Observational study Controlled experiment business Online advertising Difference in differences
Zdroj:	Quantitative Marketing and Economics. 12:235-266
ISSN:	1573-711X 1570-7156
DOI:	10.1007/s11129-014-9146-6
Popis:	A randomized experiment with 1.6 million customers measures positive causal effects of online advertising for a major retailer. The advertising profitably increases purchases by 5%. 93% of the increase occurs in brick-and-mortar stores; 78% of the increase derives from consumers who never click the ads. Our large sample reaches the statistical frontier for measuring economically relevant effects. We improve econometric efficiency by supplementing our experimental variation with non-experimental variation caused by consumer browsing behavior. Our experiment provides a specification check for observational difference-in-differences and cross-sectional estimators; the latter exhibits a large negative bias three times the estimated experimental effect.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::51bc1ed0dc76ddc72032d8bdc5431cfb https://doi.org/10.1007/s11129-014-9146-6 Zobrazit plný text záznamu Plný text ve formátu PDF