Marketing Professor @ChicagoBooth. Co-editor @QME_Journal. Tweeting about economics, advertising, dogs and sometimes soup. SSRN page: https://t.co/LcTRerqE
Sep 5, 2023 • 7 tweets • 2 min read
A couple of thoughts to reviewers if you want to be helpful to the AE (particularly if it's me).
1. Be less negative (even if you say reject). If we took the average reviewer's advice, 99% of papers would go directly into an incinerator against a backdrop of evil laughter.
1/42. Evaluate the paper for the question it *is* asking, not for what you *wish* it were asking. Do your best to identify what you think the paper intends to accomplish. If all the reviewers disagree about what they think it intends to accomplish, that's diagnostic!
2/4
Mar 17, 2023 • 5 tweets • 2 min read
I always just lived the life I wanted to live pre-tenure. Figured if I didn't make tenure, I'd just find another job.
It's an underappreciated point that if you write good papers but just don't quite write enough for the place you start, you'll very likely get another good job.
I can count on one hand the number of times I came into the office on weekends. I cooked dinner almost every night. I rarely did any work after dinner. I took vacations. (still do all of these)
I was also really committed to being happy with the papers I wrote.
Aug 1, 2022 • 14 tweets • 4 min read
New working paper!
"Estimating the Value of Offsite Data to Advertisers on Meta," with Nils Wernerfelt, @tuchmanna & Robert Moakler
We ask, "how much would it hurt advertising efficiency if Meta couldn't use 3rd party data for ad targeting?"
papers.ssrn.com/sol3/papers.cf…
We study one of the most important uses of offsite data for ad targeting at Meta, "purchase optimization."
This product tracks purchase events external to Meta (e.g., on websites), which Meta uses to predict who else that product will be relevant for to assist in ad delivery*.
Jul 20, 2021 • 5 tweets • 1 min read
Really proud of this paper. I think the paper has a lot to say about the observed state of the world when it comes to overall TV advertising effectiveness and profitability.
I want to be clear about what the paper doesn't say. 1/
(1) Paper doesn't say advertising can never be profitable. For most brands, there *is* a place on our estimated ad response curve that would be positive total ROI.
It's just that most brands in our sample advertise far beyond that point.
2/
Jan 18, 2021 • 9 tweets • 2 min read
Story. Name changed to protect the (mostly) innocent.
My friend Todd is over 65 and lives in CA. The other day, Governor Newsom goes on national TV and says those over 65 are now eligible for the vaccine. Todd goes online, and makes an appointment at a mass vaccination site.
Upon arrival, Todd checks in and is asked for his health care worker ID. He's not a health care worker. He says "The Governor got on TV and said >65 was eligible. And the website allowed me to make an appointment"
Check-in worker says "NO" and puts a large X on his windshield
Dec 30, 2019 • 7 tweets • 4 min read
Hey #EconTwitter! As some of you know, my family is in the wine importing and sales business. (Quigley Fine Wines - @Quigleywines).
They are opening a beautiful Tasting Room in San Diego! The *very same* San Diego where #ASSA2020 will be held! Soft opening will be DURING ASSA!
We'd love to have #EconTwitter help us open it up!
The DEAL: Drop by 4-7pm FRI-SUN (1/3-1/5) of #ASSA2020 with your name tag from the conference. Do the tasting & you'll get a free glass of your fav. wine from the flight.
Working Paper Thread! “Generalizable and Robust TV Advertising Effects” joint with my talented co-authors, @Guenter_Hitsch & Anna Tuchman.
In this paper, we independently estimate advertising elasticities across 288 pre-selected brands. 1/40 papers.ssrn.com/sol3/papers.cf…
I’ve been promising a thread on this paper for a very long time. I’m finally doing it today. 2/40
