Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions

Paul B. Ellickson; Wreetabrata Kar; James C. Reeder

doi:10.1287/mksc.2022.1401

Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions

Paul B. Ellickson¹; Wreetabrata Kar²; James C. Reeder²

¹ Simon School of Business, University of Rochester, Rochester, New York 14627 · ² Krannert School of Management, Purdue University, West Lafayette, Indiana 47907

Marketing Science 2023

We estimate the causal effects of different targeted email promotions on the opening and purchase decisions of the consumers who receive them.

DOI: 10.1287/mksc.2022.1401
Volume: 42 (4)
Pages: 704-728
Language: en
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Sources: crossref