Tourism is both an important industry and popular leisure activity undertaken by millions
around the world. One important task for tourists is to plan and schedule tour itineraries that …

Getting numbers is easy; getting numbers you can trust is hard. This practical guide by
experimentation leaders at Google, LinkedIn, and Microsoft will teach you how to accelerate …

Digital advertising markets are growing and attracting increased scrutiny. This article
explores four market inefficiencies that remain poorly understood: ad effect measurement …

An important problem in econometrics and marketing is to infer the causal impact that a
designed market intervention has exerted on an outcome metric over time. This paper …

Firms can now offer personalized recommendations to consumers who return to their
website, using consumers' previous browsing history on that website. In addition, online …

Measuring the causal effects of digital advertising remains challenging despite the
availability of granular data. Unobservable factors make exposure endogenous, and …

Internet advertising has been the fastest growing advertising channel in recent years, with
paid search ads comprising the bulk of this revenue. We present results from a series of …

Drawing on the literature on online advertising, I argue that the fundamental economic
difference between online and offline advertising is a substantial reduction in the cost of …

Twenty-five large field experiments with major US retailers and brokerages, most reaching
millions of customers and collectively representing $2.8 million in digital advertising …

Despite their popularity, randomized controlled trials (RCTs) are not always available for the
purposes of advertising measurement. Non-experimental data are thus required. However …