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Lewis et al., 2014 - Google Patents

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

Lewis et al., 2014

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Document ID
6805655821425312511
Author
Lewis R
Reiley D
Publication year
Publication venue
Quantitative Marketing and Economics

External Links

Snippet

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 …
Continue reading at davidreiley.com (PDF) (other versions)

Classifications

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