Kirthi Kalyanam, John McAteer, Jonathan Marek, James A. Hodges, Lifeng Lin
We investigate the cross channel effects of search engine advertising on Google.com on sales in brick and mortar retail stores. Obtaining causal and actionable estimates in this context is challenging: Brick and mortar store sales vary widely on a weekly basis; offline media dominate the marketing budget; search advertising and demand are contemporaneously correlated; and estimates have to be credible to overcome agency issues between the online and offline marketing groups. We report on a meta-analysis of a population of 15 independent field experiments, in which 13 well-known U.S. multi-channel retailers spent over $4 Million in incremental search advertising. In test markets category keywords were maintained in positions 1-3 for 76 product categories with no search advertising on these keywords in the control markets. Outcomes measured include sales in the advertised categories, total store sales and Return on Ad Spending. We estimate the average effect of each outcome for this population of experiments using a Hierarchical Bayesian (HB) model. The estimates from the HB model provide causal evidence that increasing search engine advertising on broad keywords on Google.com had a positive effect on sales in brick and mortar stores for the advertised categories for this population of retailers. There also was a positive effect on total store sales. Hence the increase in sales in the advertised categories was incremental to the retailer net of any sales borrowed from non-advertised categories. The total store sales increase was a meaningful improvement compared to the baseline sales growth rates. The average Return on Ad Spend (ROAS) is positive, but does not breakeven on average although several retailers achieved or exceeded break-even based only on brick and mortar sales. We examine the robustness of our findings to alternative assumptions about the data specific to this set of experiments. Our estimates suggest online and offline are linked markets, that media planners should account for the offline effects in the planning and execution of search advertising campaigns, and that these effects should be adjusted by category and retailer. Extensive replication and a unique research protocol ensure that our results are general and credible.
{"title":"Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com","authors":"Kirthi Kalyanam, John McAteer, Jonathan Marek, James A. Hodges, Lifeng Lin","doi":"10.2139/ssrn.2684110","DOIUrl":"https://doi.org/10.2139/ssrn.2684110","url":null,"abstract":"We investigate the cross channel effects of search engine advertising on Google.com on sales in brick and mortar retail stores. Obtaining causal and actionable estimates in this context is challenging: Brick and mortar store sales vary widely on a weekly basis; offline media dominate the marketing budget; search advertising and demand are contemporaneously correlated; and estimates have to be credible to overcome agency issues between the online and offline marketing groups. We report on a meta-analysis of a population of 15 independent field experiments, in which 13 well-known U.S. multi-channel retailers spent over $4 Million in incremental search advertising. In test markets category keywords were maintained in positions 1-3 for 76 product categories with no search advertising on these keywords in the control markets. Outcomes measured include sales in the advertised categories, total store sales and Return on Ad Spending. We estimate the average effect of each outcome for this population of experiments using a Hierarchical Bayesian (HB) model. The estimates from the HB model provide causal evidence that increasing search engine advertising on broad keywords on Google.com had a positive effect on sales in brick and mortar stores for the advertised categories for this population of retailers. There also was a positive effect on total store sales. Hence the increase in sales in the advertised categories was incremental to the retailer net of any sales borrowed from non-advertised categories. The total store sales increase was a meaningful improvement compared to the baseline sales growth rates. The average Return on Ad Spend (ROAS) is positive, but does not breakeven on average although several retailers achieved or exceeded break-even based only on brick and mortar sales. We examine the robustness of our findings to alternative assumptions about the data specific to this set of experiments. Our estimates suggest online and offline are linked markets, that media planners should account for the offline effects in the planning and execution of search advertising campaigns, and that these effects should be adjusted by category and retailer. Extensive replication and a unique research protocol ensure that our results are general and credible.","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"16 1","pages":"1-42"},"PeriodicalIF":1.9,"publicationDate":"2017-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2139/ssrn.2684110","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42937808","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-04-27DOI: 10.1007/s11129-017-9183-z
Babur De los Santos, M. Wildenbeest
{"title":"E-book pricing and vertical restraints","authors":"Babur De los Santos, M. Wildenbeest","doi":"10.1007/s11129-017-9183-z","DOIUrl":"https://doi.org/10.1007/s11129-017-9183-z","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"15 1","pages":"85 - 122"},"PeriodicalIF":1.9,"publicationDate":"2017-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-017-9183-z","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49496537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-04-25DOI: 10.1007/s11129-017-9181-1
Seung Hwan “Shawn” Lee, Scott A. Fay
{"title":"Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention","authors":"Seung Hwan “Shawn” Lee, Scott A. Fay","doi":"10.1007/s11129-017-9181-1","DOIUrl":"https://doi.org/10.1007/s11129-017-9181-1","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"15 1","pages":"123 - 163"},"PeriodicalIF":1.9,"publicationDate":"2017-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-017-9181-1","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52621108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-24DOI: 10.1007/s11129-016-9179-0
S. Stephens-Davidowitz, H. Varian, Michael D. Smith
{"title":"Super returns to Super Bowl ads?","authors":"S. Stephens-Davidowitz, H. Varian, Michael D. Smith","doi":"10.1007/s11129-016-9179-0","DOIUrl":"https://doi.org/10.1007/s11129-016-9179-0","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"15 1","pages":"1 - 28"},"PeriodicalIF":1.9,"publicationDate":"2017-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9179-0","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620989","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-12-01DOI: 10.1007/s11129-016-9178-1
Nima Y. Jalali, Purushottam Papatla
{"title":"The palette that stands out: Color compositions of online curated visual UGC that attracts higher consumer interaction","authors":"Nima Y. Jalali, Purushottam Papatla","doi":"10.1007/s11129-016-9178-1","DOIUrl":"https://doi.org/10.1007/s11129-016-9178-1","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"5 1","pages":"353 - 384"},"PeriodicalIF":1.9,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9178-1","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-12-01DOI: 10.1007/s11129-016-9176-3
Patrick Bajari, Chenghuan Sean Chu, Denis Nekipelov, Minjung Park
{"title":"Identification and semiparametric estimation of a finite horizon dynamic discrete choice model with a terminating action","authors":"Patrick Bajari, Chenghuan Sean Chu, Denis Nekipelov, Minjung Park","doi":"10.1007/s11129-016-9176-3","DOIUrl":"https://doi.org/10.1007/s11129-016-9176-3","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"34 1","pages":"271 - 323"},"PeriodicalIF":1.9,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9176-3","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620878","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-11-16DOI: 10.1007/s11129-016-9177-2
Amin Sayedi, J. Shulman
{"title":"Strategic compliments in sales","authors":"Amin Sayedi, J. Shulman","doi":"10.1007/s11129-016-9177-2","DOIUrl":"https://doi.org/10.1007/s11129-016-9177-2","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"54 1","pages":"57 - 84"},"PeriodicalIF":1.9,"publicationDate":"2016-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9177-2","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620509","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-09-26DOI: 10.1007/s11129-016-9175-4
Alon Eizenberg
{"title":"Estimating the impact of interacting with sales representatives on customer-specific revenue and churn behavior","authors":"Alon Eizenberg","doi":"10.1007/s11129-016-9175-4","DOIUrl":"https://doi.org/10.1007/s11129-016-9175-4","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"14 1","pages":"325 - 351"},"PeriodicalIF":1.9,"publicationDate":"2016-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9175-4","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-09-01DOI: 10.1007/s11129-016-9171-8
Stephan Seiler
{"title":"Comments on “costly search and consideration sets in storable goods markets” by Tiago Pires","authors":"Stephan Seiler","doi":"10.1007/s11129-016-9171-8","DOIUrl":"https://doi.org/10.1007/s11129-016-9171-8","url":null,"abstract":"","PeriodicalId":46425,"journal":{"name":"Qme-Quantitative Marketing and Economics","volume":"14 1","pages":"197 - 200"},"PeriodicalIF":1.9,"publicationDate":"2016-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1007/s11129-016-9171-8","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52620793","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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