Doing more with less : overcoming ineffective long-term targeting using short-term signals
Ta-Wei Huang, Eva Ascarza
| Year of publication: |
2024
|
|---|---|
| Authors: | Huang, Ta-Wei ; Ascarza, Eva |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 43.2024, 4, p. 863-884
|
| Subject: | conditional average treatment effect (CATE) | customer churn | field experiments | heterogeneous treatment effect | long-term targeting | statistical surrogacy |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2022.0379 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014636347