Ron Berman

University of Pennsylvania - The Wharton School

Assistant Professor of Marketing

3641 Locust Walk

Philadelphia, PA 19104-6365

United States

SCHOLARLY PAPERS

17

DOWNLOADS
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14,738

SSRN CITATIONS
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SSRN RANKINGS

Top 22,166

in Total Papers Citations

28

CROSSREF CITATIONS

16

Scholarly Papers (17)

1.

p-Hacking and False Discovery in A/B Testing

Number of pages: 46 Posted: 18 Jul 2018 Last Revised: 12 Dec 2018
University of Pennsylvania - The Wharton School, OpenDoor, Independent and University of Pennsylvania - Marketing Department
Downloads 6,205 (1,353)
Citation 1

Abstract:

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A/B testing, p-hacking, false discoveries, false positives, experimentation

2.

Beyond the Last Touch: Attribution in Online Advertising

Number of pages: 46 Posted: 25 Jan 2014 Last Revised: 17 Apr 2018
Ron Berman
University of Pennsylvania - The Wharton School
Downloads 1,779 (11,173)
Citation 23

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online advertising, advertising attribution, ad auctions, game theory, last click, last-touch, Shapley value, moral hazard

3.

A Mega-Study of Text-Based Nudges Encouraging Patients to Get Vaccinated at an Upcoming Doctor’s Appointment

Rotman School of Management Working Paper No. 3780267, Columbia Business School Research Paper Forthcoming
Number of pages: 75 Posted: 19 Feb 2021 Last Revised: 05 May 2021
University of Pennsylvania - The Wharton School, University of Pennsylvania - Perelman School of Medicine, Department of Medicine, University of Pennsylvania, University of Pennsylvania, University of Pennsylvania, University of Pennsylvania - Operations & Information Management Department, University of Pennsylvania, University of Pennsylvania, Columbia University - Columbia Business School, Harvard University - Business School (HBS), University of California, Los Angeles (UCLA), Anderson School of Management, Students, University of Pennsylvania, Geisinger Health System, Rutgers, The State University of New Jersey, Yale School of Management, University of California, Los Angeles (UCLA) - Anderson School of Management, University of California, Los Angeles (UCLA) - Anderson School of Management, Geisinger Health System, University of Toronto, University of Pennsylvania - The Wharton School, Harvard Business School, Northwestern University, University of Toronto, Harvard University - Department of Economics, The Wharton School, Brigham Young University Marriott School of Business, Geisinger Health System, Center for Translational Bioethics and Health Care Policy, Columbia University, Harvard Business School, Harvard University - Harvard Kennedy School (HKS), University of Toronto - Rotman School of Management, Carnegie Mellon University, Department of Social and Decision Sciences, Geisinger Health System, University of Toronto - Behavioural Economics in Action at Rotman (BEAR), University of California, Los Angeles (UCLA), University of Arizona, University of California, Los Angeles (UCLA), University of Pennsylvania - The Wharton School, University of Pennsylvania - Perelman School of Medicine, University of Pennsylvania - Perelman School of Medicine, University of Hawaii at West O'ahu, University of Pennsylvania - Marketing Department, University of Pennsylvania - Perelman School of Medicine, Department of Medicine and University of Pennsylvania - Department of Psychology
Downloads 1,268 (18,975)
Citation 2

Abstract:

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vaccination, COVID-19, nudge, influenza, field experiment

The Role of Search Engine Optimization in Search Marketing

Number of pages: 17 Posted: 23 Jan 2011 Last Revised: 07 Sep 2014
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 1,079 (23,644)
Citation 9

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Search Engine Optimization, Search Marketing, Online Advertising, Game Theory, Contests

The Role of Search Engine Optimization in Search Marketing

Marketing Science, Vol. 32, No. 4, 2013; pp. 644-651; DOI: 10.1287/mksc.2013.0783
Posted: 13 Nov 2013
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business

Abstract:

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search engine marketing, electronic commerce, marketing contests

5.

A Mega-Study of Text-Message Nudges Encouraging Patients to Get Vaccinated at their Pharmacy

Number of pages: 30 Posted: 19 Feb 2021
University of Pennsylvania - The Wharton School, University of Pennsylvania - Perelman School of Medicine, Department of Medicine, University of Pennsylvania, University of Pennsylvania, University of Pennsylvania, University of Pennsylvania - Operations & Information Management Department, University of Pennsylvania, University of Pennsylvania, University of California, Los Angeles (UCLA), Anderson School of Management, Students, University of California, Los Angeles (UCLA), Geisinger Health System, University of Pennsylvania, The Wharton School, Operations & Information Management Department, Students, Rutgers, The State University of New Jersey, Stanford University, University of California, Los Angeles (UCLA) - Anderson School of Management, Geisinger Health System, University of California, Los Angeles (UCLA) - Marketing Area, University of Pennsylvania, University of Pennsylvania - The Wharton School, Carnegie Mellon University, Northwestern University, Harvard University, The Wharton School, Geisinger Health System, Center for Translational Bioethics and Health Care Policy, University of Pennsylvania, University of Pennsylvania - Operations & Information Management Department, Geisinger Health System, Carnegie Mellon University, University of Arizona, Harvard University, University of Pennsylvania, Harvard Business School, University of Pennsylvania - The Wharton School, University of Pennsylvania - Perelman School of Medicine, University of Pennsylvania - Perelman School of Medicine, University of Hawaii at West O'ahu, University of Pennsylvania - Marketing Department, University of Pennsylvania - Perelman School of Medicine, Department of Medicine and University of Pennsylvania - Department of Psychology
Downloads 786 (38,609)

Abstract:

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vaccination, COVID-19, nudge, influenza, field experiment

6.

Test & Roll: Profit-Maximizing A/B Tests

Number of pages: 46 Posted: 01 Nov 2018 Last Revised: 23 May 2019
Elea McDonnell Feit and Ron Berman
Drexel University - Department of Marketing and University of Pennsylvania - The Wharton School
Downloads 769 (38,902)
Citation 4

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A/B Testing, Randomized Controlled Trial, Marketing Experiments, Bayesian Decision Theory, Sample Size

7.

Curation Algorithms and Filter Bubbles in Social Networks

NET Institute Working Paper No. 16-08
Number of pages: 45 Posted: 11 Oct 2016 Last Revised: 25 Sep 2019
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 633 (50,365)
Citation 8

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Social Media, Content Filtering, Ranking, Filter Bubble, Algorithmic Curation, Game Theory

8.

A Tale of Two Twitterspheres: Political Microblogging During and After the 2016 Primary and Presidential Debates

Columbia Business School Research Paper No. 17-13
Number of pages: 55 Posted: 26 Jan 2017 Last Revised: 25 Sep 2019
University of Pennsylvania - The Wharton School, Columbia University, Columbia Business School, Marketing, University of Pennsylvania, The Wharton School and University of Pennsylvania - Marketing Department
Downloads 617 (52,117)
Citation 2

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Microblogs, Social Media, Elections, Diffusion, Sentiment

9.

Principal Stratification for Advertising Experiments

The Wharton School Research Paper, Wharton Customer Analytics Initiative Research Paper
Number of pages: 38 Posted: 19 Mar 2018 Last Revised: 20 Nov 2019
Ron Berman and Elea McDonnell Feit
University of Pennsylvania - The Wharton School and Drexel University - Department of Marketing
Downloads 541 (61,568)
Citation 3

Abstract:

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advertising, incrementality, lift testing, holdout experiments, average treatment effect, principal stratification, causal inference

10.

Predicting Startup Survival Using the Normalized Burn Rate

Number of pages: 33 Posted: 22 Aug 2017
Ron Berman and Pablo Hernandez-Lagos
University of Pennsylvania - The Wharton School and New York University, Abu Dhabi
Downloads 425 (82,548)

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spending per employee, burn, rate, firm, survival, startup, managerial capital

11.

The Impact of Time Horizon on the Effect of Diversification

Number of pages: 40 Posted: 22 May 2017
Yonatan Berman and Ron Berman
London Mathematical Laboratory and University of Pennsylvania - The Wharton School
Downloads 191 (189,942)

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Portfolio Selection, Brownian Motion, Random Walks, Choice Under Uncertainty, Behavioral Economics, Diversification Heuristics, Stochastic Models

12.

The Value of Descriptive Analytics: Evidence from Online Retailers

Harvard Business School Marketing Unit Working Paper No. 21-067, The Wharton School Research Paper
Number of pages: 53 Posted: 10 Dec 2020 Last Revised: 12 Dec 2020
Ron Berman and Ayelet Israeli
University of Pennsylvania - The Wharton School and Harvard Business School - Marketing Unit
Downloads 148 (236,055)
Citation 1

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descriptive analytics, big data, synthetic control, e-commerce, online retail

13.

Price Manipulation in Peer-to-Peer Markets and the Sharing Economy

NET Institute Working Paper No. 19-10
Number of pages: 40 Posted: 10 Nov 2019
Vladimir Pavlov and Ron Berman
The Wharton School of Business and University of Pennsylvania - The Wharton School
Downloads 129 (263,194)
Citation 1

Abstract:

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two-sided markets, peer-to-peer platforms, sharing economy, price recommendations, cheap talk

14.

False Discovery in A/B Testing

Number of pages: 51 Posted: 30 Nov 2020 Last Revised: 15 Mar 2021
Ron Berman and Christophe Van den Bulte
University of Pennsylvania - The Wharton School and University of Pennsylvania - Marketing Department
Downloads 73 (381,133)

Abstract:

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A/B Testing, Statistical Power, Experimentation, False Discovery Rate

15.

Marketing with Shallow and Prudent Influencers

NET Institute Working Paper No. 20-06, The Wharton School Research Paper Forthcoming, NYU Stern School of Business Forthcoming
Number of pages: 33 Posted: 30 Nov 2020 Last Revised: 26 Feb 2021
Ron Berman and Xudong Zheng
University of Pennsylvania - The Wharton School and Johns Hopkins University, Zanvyl Krieger School of Arts and Sciences, Department of Economics, Students
Downloads 52 (451,118)
Citation 1

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Influencer Marketing, Product Reviews, Information Design, Bayesian Persuasion

16.

Naive Analytics Equilibrium

Number of pages: 52 Posted: 30 Nov 2020 Last Revised: 30 Mar 2021
Ron Berman and Yuval Heller
University of Pennsylvania - The Wharton School and Bar Ilan University
Downloads 34 (530,358)

Abstract:

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advertising, pricing, data analytics, strategic distortion, strategic complements, indirect evolutionary approach

17.

The Dark Side of Category Expansion: Will (and Which) Existing Ones 'Pay the Price'?

Number of pages: 41 Posted: 04 May 2021
Qi Yu, Ron Berman and Eric Bradlow
University of Pennsylvania - Marketing Department, University of Pennsylvania - The Wharton School and University of Pennsylvania - Marketing Department
Downloads 9 (693,792)

Abstract:

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category expansion, price sensitivity, one-stop shopping, multi-category demand, hierarchical Bayesian methods