A comparison of approaches to advertising measurement : evidence from big field experiments at Facebook
Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky
| Year of publication: |
2019
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|---|---|
| Authors: | Gordon, Brett R. ; Zettelmeyer, Florian ; Bhargava, Neha ; Chapsky, Dan |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 2, p. 193-225
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| Subject: | digital advertising | field experiments | causal inference | observational methods | advertising measurement | Feldforschung | Field research | Werbewirkung | Advertising effects | Werbung | Advertising | Online-Marketing | Internet marketing | Experiment | Messung | Measurement | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2018.1135 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012022536