Close enough? : a large-scale exploration of non-experimental approaches to advertising measurement

Brett R. Gordon, Robert Moakler, Florian Zettelmeyer

Year of publication:	2023
Authors:	Gordon, Brett R. ; Moakler, Robert ; Zettelmeyer, Florian
Published in:	Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 42.2023, 4, p. 768-793
Subject:	advertising measurement \| causal inference \| digital advertising \| double ML \| field experiments \| observational methods \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Messung \| Measurement \| Konsumentenverhalten \| Consumer behaviour \| Feldforschung \| Field research \| Experiment \| Online-Marketing \| Internet marketing \| Kausalanalyse \| Causality analysis

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