A Comparison of Approaches to Advertising Measurement

Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook. Marketing Science, 38(2), 193-225.

Type

Journal article

Intellectual base

Primary research

Year

2019

Volume

38

Issue

2

Pages

193-225

DOI

10.1287/mksc.2018.1135

DOI registrant

Institute for Operations Research and the Management Sciences

Link

https://doi.org/10.1287/mksc.2018.1135

Cited from

statistics_experimental_design

Cited by

1 citation across 1 artifact.

Each citation links to the sentence it supports in the citing article.

Primes

• Counterfactual Subtraction
  • A second industry instance: a marketing team measures a campaign's "incremental conversions" as observed conversions minus a holdout-group baseline of users deliberately excluded from the campaign.

    This sourceTreats advertising incrementality as observed conversions minus a randomised holdout baseline; the holdout group is the constructed counterfactual, and RCT/holdout randomisation is the identifying assumption.

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