Using 25 online ﬁeld experiments, representing $2.8 million in ad spend, Randall A. Lewis (economic research scientist, Google) and Justin M. Rao (economic researcher, Microsoft) showed that you cannot measure the causal impact of choice variables on profit even given access to reliable signals.
In their own words:
"We ﬁnd that even when ad delivery and consumer purchases can be measured at the individual... Read More
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Disruptive Media Lab
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