Advertising, Marketing, & Media

Analytics at Wharton Research Measuring Multi-Channel Advertising Response Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely due to concerns that advertisers target customers with a higher propensity to buy or increase advertising during periods of peak demand. We…Read More

Analytics at Wharton Research Bayesian Imputation for Anonymous Visits in CRM Data Targeting individual consumers has become a hallmark of direct and digital marketing, particularly as it has become easier to identify customers as they interact repeatedly with a company. However, across a wide variety of contexts and tracking technologies,…Read More

Analytics at Wharton Research Aggregation Bias in Sponsored Search Data: The Curse and The Cure There has been significant recent interest in studying consumer behavior in sponsored search advertising (SSA). Researchers have typically used daily data from search engines containing measures such as average bid, average ad position, total impressions,…Read More