The measurement of advertising effectiveness is a central problem in marketing.
Citation: Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). "Predictive Incrementality by Experimentation (PIE) for Ad Measurement." arXiv preprint arXiv:2304.06828.
Personalization and targeting are key strategies in modern marketing, aiming to enhance customer engagement and firm performance by tailoring marketing actions to individual customer needs and characteristics.
Citation: Lemmens, A., Roos, J., Gabel, S., Ascarza, E., Bruno, H., Gordon, B. R., Israeli, A., Feit, E. M., Mela, C., & Netzer, O. (2025). "Personalization and Targeting: How to Experiment, Learn & Optimize." International Journal of Research in Marketing, forthcoming.
The average treatment effect (ATE) from an A/B test is the standard for measuring the causal impact of an intervention such as an ad campaign.
Citation: Waisman, C. & Gordon, B. R. (2024). "Multicell experiments for marginal treatment effect estimation of digital ads." Management Science. (forthcoming).
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Randomized controlled trials (RCTs) are the gold standard for measuring advertising effectiveness, but they can be costly and difficult to implement.
Citation: Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). "Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement." Marketing Science. 42(4), 768-793.
A long-standing debate in political science concerns the effects of negative advertising.
Citation: Gordon, B. R., Lovett, M. J., Luo, B., & Reeder, J. C. (2023). "Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections." Management Science. 69(1), 220-243.
This paper studies how digitization affects the flexibility of firms’ product assortment and pricing decisions.
Citation: Yang, J., Anderson, E. T., & Gordon, B. R. (2021). "Digitization and Flexibility: Evidence from the South Korean Movie Market." Marketing Science. 40(5), 821-843.
Digital advertising is a large and rapidly growing industry, but there is growing concern about its efficiency.
Citation: Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). "Inefficiencies in Digital Advertising Markets." Journal of Marketing. 85(1), 7-25.
Firms need to measure the return on their advertising investments.
Citation: Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook." Marketing Science. 38(2), 193-225.
This paper empirically investigates the pricing strategies of national chain stores, focusing on the choice between uniform national pricing and flexible local pricing.
Citation: Li, Y., Gordon, B. R., & Netzer, O. (2018). "An Empirical Study of National vs. Local Pricing by Chain Stores under Competition." Marketing Science. 37(5), 812-837.
In their study, Matz et al. report the results of three field experiments that test the effectiveness of psychological targeting in digital advertising.
Citation: Eckles, D., Gordon, B. R., & Johnson, G. A. (2018). "LETTER: Field studies of psychologically targeted ads face threats to internal validity." Proceedings of the National Academy of Sciences. 115(23), E5254-E5255.
We study television advertising in recent U.S. presidential elections.
Citation: Gordon, B. R. & Hartmann, W. R. (2016). "Advertising Competition in Presidential Elections." Quantitative Marketing and Economics. 14(1), 1-40.
This article discusses the challenge of equilibrium multiplicity in the estimation of empirical games, particularly in marketing.
Citation: Borkovsky, R., Ellickson, P., Gordon, B. R., Aguirregabiria, V., Gardete, P., Grieco, P., Gureckis, T., Ho, T. H., Mathevet, L. & Sweeting, A. (2015). "Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects." Marketing Letters. 26(2), 115-125.
This paper develops and estimates a dynamic model of cigarette consumption based on the theory of rational addiction.
Citation: Gordon, B. R. & Sun, B. (2015). "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes." Marketing Science. 34(3), 452-470.
We develop and estimate a dynamic oligopoly model of competition in the market for computer processors.
Citation: Goettler, R. L. & Gordon, B. R. (2014). "Competition and Product Innovation in Dynamic Oligopoly." Quantitative Marketing and Economics. 12(1), 1-42.
This study investigates how consumer price sensitivity for consumer packaged goods changes over the business cycle.
Citation: Gordon, B. R., Goldfarb, A., & Li, Y. (2013). "Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis." Journal of Marketing Research. 50(1), 4-23.
This paper investigates the effects of television advertising in presidential elections.
Citation: Gordon, B. R. & Hartmann, W. (2013). "Advertising Effects in Presidential Elections." Marketing Science. 32(1), 19-35.
This essay discusses the intersection of marketing and political science, highlighting how marketing models and frameworks can be applied to understand political phenomena.
Citation: Gordon, B. R., Lovett, M., Shachar, R., Arceneaux, K., Moorthy, S., Peress, M., Rao, A., Sen, S., Soberman, D., & Urminsky, O. (2012). "Marketing and Politics: Models, Behavior, and Policy Implications." Marketing Letters. 23(2), 391-403.
We develop a dynamic equilibrium model of competition in the market for computer processors that allows for endogenous product innovation and quality-contingent consumer adoption.
Citation: Goettler, R. L. & Gordon, B. R. (2011). "Does AMD spur Intel to innovate more?." Journal of Political Economy. 119(6), 1141-1200.
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This paper develops a game-theoretic model to study the competitive interaction between a commercial software vendor and an open source software (OSS) community.
Citation: Kumar, V., Gordon, B. R., & Srinivasan, K. (2011). "Competitive Strategy for Open Source Software." Marketing Science. 30(6), 1066-1078.
This article reflects on the history and contributions of the Workshop on Quantitative Marketing and Structural Econometrics (QMSE).
Citation: Gordon, B. R., Thomadsen, R., Bradlow, E. T., Dubé, J. P., & Staelin, R. (2011). "Revisiting the Workshop on Quantitative Marketing and Structural Econometrics." Marketing Science. 30(6), 945-949.
This paper develops a new approach to estimating the production function for housing.
Citation: Epple, D., Gordon, B. R., & Sieg, H. (2010). "A New Approach to Estimating the Production Function for Housing." American Economic Review. 100(3), 905-924.
This article analyzes and compares two alternative approaches of incorporating location-specific amenities in equilibrium models of local jurisdictions.
Citation: Epple, D., Gordon, B. R., & Sieg, H. (2010). "Drs. Muth and Mills meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models." Journal of Regional Science. 50(1), 381-400.
This paper develops and estimates a dynamic model of consumer purchase timing decisions in the market for personal computer (PC) microprocessors.
Citation: Gordon, B. R. (2009). "A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry." Marketing Science. 28(5), 846-867.
This paper is about measuring the long-run effects of marketing actions and their strategic implications.
Citation: Bronnenberg, B., Dubé, J. P., Mela, C., Albuquerque, P., Erdem, T., Gordon, B. R., Hanssens, D., Hitsch, G., Hong, H., & Sun, B. (2008). "Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions." Marketing Letters. 19, 367-382.