When Less is More: Data and Power in Advertising Experiments

@article{Johnson2017WhenLI,
  title={When Less is More: Data and Power in Advertising Experiments},
  author={Garrett A. Johnson and Randall A. Lewis and David H. Reiley},
  journal={Innovation \& Management Science eJournal},
  year={2017}
}
Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence that the retailer ads increase sales 3.6% relative to the control group. We show that control ads boost measurement precision by identifying and removing the half of in-campaign sales data that is… 

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