NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH

NBER Publications by Randall A. Lewis

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Working Papers and Chapters

May 2014Measuring the Effects of Advertising: The Digital Frontier
with Justin M. Rao, David H. Reiley
in Economics of Digitization, Avi Goldfarb, Shane Greenstein, and Catherine Tucker, editors
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 how the new metrics and methods can be used to provide insight on the returns to advertising by setting out 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 impac...
October 2013Measuring the Effects of Advertising: The Digital Frontier
with Justin M. Rao, David H. Reiley: w19520
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 compu...

Forthcoming: Measuring the Effects of Advertising: The Digital Frontier, Randall Lewis, Justin M. Rao, David H. Reiley. in Economics of Digitization, Goldfarb, Greenstein, and Tucker. 2014

Contact and additional information for this authorAll NBER papers and publicationsNBER Working Papers only

 
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