Transcript
  • 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
    • 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
    • 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


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

New Media  | 17 de marzo de 2011  | Vistas: 29

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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David Reiley is pioneer in the use of field experiments in…

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