Causal Inference in Marketing Applications

28 Pages Posted: 14 Sep 2017

See all articles by Peter E. Rossi

Peter E. Rossi

University of California, Los Angeles (UCLA) - Anderson School of Management

Date Written: March 20, 2017

Abstract

Marketing applications offer many difficult and unique challenges in causal inference. In particular, targeted marketing activities, the arch-typical example of is search ads, can be difficult to evaluate using purely observational data. I review causal methods proposed in the recent econometrics literature and consider their suitability for various problems in marketing. In particular, I call attention to problems of how to evaluate various estimation procedures in the marketing context.

Keywords: causal inference, targeted marketing, experimental methods, policy evaluation

JEL Classification: C18, C26, C52, M31

Suggested Citation

Rossi, Peter E., Causal Inference in Marketing Applications (March 20, 2017). Available at SSRN: https://ssrn.com/abstract=3035502 or http://dx.doi.org/10.2139/ssrn.3035502

Peter E. Rossi (Contact Author)

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
773-294-8616 (Phone)

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