Lewis, Randall; Reiley, David - In: Quantitative Marketing and Economics 12 (2014) 3, pp. 235-266
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...
