00:00    |    
Initial credits
00:06    |    
Introduction
02:07    |    
Randall Lewis and David Reiley's work on advertising impact on sales
02:39    |    
Measurement of advertisement effects
John Wanamaker's view on advertising
03:32    |    
Difference between brand advertising and performance advertising
05:04    |    
Example of the state of the art in measuring the effects of advertising
Quotes Harvard Business Review
Study methodology
Problems with the population sample
09:31    |    
Relationship between correlation and causality
09:59    |    
Techniques for measuring the effects of advertising on sales
Regression technique
Examples of a causal inference problem
Caution when working with field data
13:40    |    
Ways for observational data to provide inaccurate results
Aggregate time-series data
Individual cross-sectional data
14:51    |    
Experiment technique for establishing a causal relationship
Advances in the understanding of advertisement
Galileo Galilei's experimental method
Importance of the experimental method
18:25    |    
Marketer techniques for advertisement measurement
Market experiments in history
IRI BehaviorScan experiment
Campbell Soup Company experiment
21:26    |    
Randall Lewis and David Reiley's large-scale experiment with individual panel data
Yahoo ID information linkage to other companies
Separation of customers in treatment and control groups
Run of Network ads
Customer purchase data
Matching process
Online advertisement design examples
Experiment campaign results
Indicative valid treatment-control randomization
Amount of clicks received
Number of ads viewed by the treatment group
Ads delivered specifically to logged in users
Difference between in-store and virtual sales
Advertisement blockage by users
Sales variation throughout the experiment
Standard deviation for data results
Range of purchase amounts
Impact of ads in treatment groups
39:00    |    
Experiment results
Average impact in the control group
Impact results based on false correlation conclusions
42:03    |    
Statistical data before the experiment
43:18    |    
Difference overtime in sales before and after the experiment
Difference-in-difference estimate yield
Financial costs of the experiment
Usage of fake dollars for the experiment results
47:54    |    
Possible market behavior after the experiment
Positive impact in sales
Cummulative effects in sales
50:59    |    
Costs for the advertiser
52:24    |    
Variations in prices from the retailer
53:03    |    
The relationship between online and offline sales
54:08    |    
Impact of advertisement clicking on sales by the customers
56:27    |    
Comparative advertisement techniques inside stores
57:08    |    
Experiment conclusions
58:07    |    
Question and answer period
Dubiety towards experimental advertisement
Second experiment related to the proximity of the retailer Experiment results
In what other types of companies have you done this kind of experiments?
What were the results with the online brokerage experiment?
Impact of the product advertised
How did Yahoo! react to your study?
01:06:58    |    
Final words
01:07:06    |    
Final credits



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Does Retail Advertising Work? Measuring the Effects of Advertising on Sales Via a Controlled Experiment on Yahoo!

17 de marzo de 2011   | Vistas: 5 |   Capitalism England Immigration International

Many companies look for ways of improving their sales by advertising themselves. David Reiley speaks about the true effectiveness of the advertising tool on market sales through the web. As an economist and an investigator, he describes the great benefits of experimentation in advertisement techniques, as a source of proving the true impact it has on customers and their purchase decisions. Reiley shows his theory and presents the process and results of an experiment he performed for a retail company. He explains why companies are reluctant to carry out these experiments, and from a scientific approach, points out its importance for the upgrading and evolution of marketing resources.




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