Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely due to concerns that advertisers target customers with a higher propensity...

Advertising experiments often suffer from noisy responses making precise estimation of the average treatment effect (ATE) and evaluating ROI difficult. We develop a principal stratification model that improves the precision of the ATE by dividing the customers into three strata -- those who buy...

Customer Relationship Management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. We demonstrate that, in business settings that are characterized by network externalities, a CRM campaign that is aimed at changing the behavior of specific...

Consumers often arrive at the point of purchase with a particular product to purchase in mind and must search for this target product in the product display. Drawing on visual crowding theory, we suggest that an individual's ability to find a target product in a display varies according to the...