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When less is more : data and power in advertising experiments

Johnson, Garrett A.; Lewis, Randall A.; Reiley, David H. - In: Marketing science 36 (2017) 1, pp. 43-53

Persistent link: https://www.econbiz.de/10011645746

Advertising effectively influences older users : how field experiments can improve measurement and targeting

Lewis, Randall A.; Reiley, David H. - In: Review of industrial organization : RIO 44 (2014) 2, pp. 147-159

Persistent link: https://www.econbiz.de/10010375270

Online ads and offline sales : measuring the effects of retail advertising via a controlled experiment at Yahoo!

Lewis, Randall A.; Reiley, David H. - In: Quantitative marketing and economics : QME 12 (2014) 3, pp. 235-266

Persistent link: https://www.econbiz.de/10010407786

Measuring the Effects of Advertising : The Digital Frontier

Lewis, Randall A. - 2015

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of...

Persistent link: https://www.econbiz.de/10013034927