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

IF 4 2区管理学 Q2 BUSINESS

Marketing Science Pub Date : 2023-07-01 DOI:10.1287/mksc.2022.1401

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

引用次数: 1

Abstract

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

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估计营销成分的效果:从目标数字促销中进行双重机器学习

我们估计了不同的有针对性的电子邮件促销对消费者打开和购买决策的因果影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Science BUSINESS-

CiteScore

8.60

自引率

10.00%

发文量

期刊介绍： Marketing Science is a publication of the Institute for Operations Research and the Management Sciences (INFORMS) publication (SSCI indexed). We invite authors to submit for peer review their best marketing-oriented research. We accept many types of manuscripts. Please consider us as an author-friendly outlet for your research. We are THE premier journal focusing on empirical and theoretical quantitative research in marketing. Marketing Science promises to provide constructive, fair, and timely reviews with the goal of identifying the best submissions for publication. Topics covered in Marketing Science include the following: -Advertising- Buyer Behavior- Channels- Competitive Strategy- Forecasting- Marketing Research- New Product Development- Pricing and Promotions- Sales Force Management- Segmentation- Services Marketing- Targetability.