| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w19520 |
| 来源ID | Working Paper 19520 |
| Measuring the Effects of Advertising: The Digital Frontier | |
| Randall Lewis; Justin M. Rao; David H. Reiley | |
| 发表日期 | 2013-10-10 |
| 出版年 | 2013 |
| 语种 | 英语 |
| 摘要 | 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 advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?" We outline the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising, but also usefully shifting the focus from "who to hit" to "what do I get." |
| 主题 | Microeconomics ; Market Structure and Distribution ; Industrial Organization ; Firm Behavior ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w19520 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/577193 |
| 推荐引用方式 GB/T 7714 | Randall Lewis,Justin M. Rao,David H. Reiley. Measuring the Effects of Advertising: The Digital Frontier. 2013. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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