Corpus ID: 59397452

Bias Correction For Paid Search In Media Mix Modeling

@article{Chen2018BiasCF,
  title={Bias Correction For Paid Search In Media Mix Modeling},
  author={Aiyou Chen and David Chan and M. Perry and Yuxue Jin and Yunting Sun and Yueqing Wang and J. Koehler},
  journal={arXiv: Applications},
  year={2018}
}
Evaluating the return on ad spend (ROAS), the causal effect of advertising on sales, is critical to advertisers for understanding the performance of their existing marketing strategy as well as how to improve and optimize it. Media Mix Modeling (MMM) has been used as a convenient analytical tool to address the problem using observational data. However it is well recognized that MMM suffers from various fundamental challenges: data collection, model specification and selection bias due to ad… Expand
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