Hartmann, Wesley; Nair, Harikesh S.; Narayanan, Sridhar - In: Marketing Science 30 (2011) 6, pp. 1079-1097
We discuss how regression discontinuity designs arise naturally in settings where firms target marketing activity at consumers, and we illustrate how this aspect may be exploited for econometric inference of causal effects of marketing effort. Our main insight is to use commonly observed...