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👻👻👻 WHAT PROBLEM DOES GHOST ADS SOLVE? 👻👻👻
This is THREAD #1 about our 2017 JMR paper "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness” with @EconInformatics & @enub
#MarketingAcad #DigitalMarketing #EconTwitter #AdFX 1/9
This is THREAD #1 about our 2017 JMR paper "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness” with @EconInformatics & @enub
#MarketingAcad #DigitalMarketing #EconTwitter #AdFX 1/9
Advertisers like Macy’s want to know the ROI of their #advertising campaigns. To understand the #incremental effect of ads, Macy’s need to know what consumers would do *had they not advertised*. Ad experiments deliver these answers. 2/
#Experiments randomly assign users to Treatment or Control groups. Treatment users can see Macy’s ads and other ads too) but Control users can not. In “PSA” experiments, Control users see unrelated ads (e.g. Red Cross public service announcements) in place of the Macy’s ad. 3/
