Research

Predicted Incrementality by Experimentation (PIE) for Ad Measurement

Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2026). "Predicted Incrementality by Experimentation (PIE) for Ad Measurement." Management Science, forthcoming.

Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments

Burtch, G., Moakler, R., Gordon, B. R., Zhang, P., and Hill, S. (2025). "Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments." arXiv preprint arXiv:2508.21251.

Amazon Ads Multi-Touch Attribution

Lewis, R., Zettelmeyer, F., Gordon, B. R., Garib, C., Hermle, J., Perry, M., Romero, H. and Schnaidt, G. (2025). "Amazon Ads Multi-Touch Attribution." arXiv preprint arXiv:2508.08209.

Personalization and Targeting: How to Experiment, Learn & Optimize

Lemmens, A., Roos, J., Gabel, S., Ascarza, E., Bruno, H., Gordon, B. R., Israeli, A., Feit, E. M., Mela, C., & Netzer, O. (2026). "Personalization and Targeting: How to Experiment, Learn & Optimize." International Journal of Research in Marketing, 43(2B), 537-559.

Multicell experiments for marginal treatment effect estimation of digital ads

Waisman, C. & Gordon, B. R. (2025). "Multicell experiments for marginal treatment effect estimation of digital ads." Management Science, 71(9):7970-7989.
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Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement

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.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2023
• Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2024

Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections

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.

Digitization and Flexibility: Evidence from the South Korean Movie Market

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.

Inefficiencies in Digital Advertising Markets

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.

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

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.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2019
• Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2020
• Winner, Donald G. Morrison Long-Term Impact Award, INFORMS, 2025

An Empirical Study of National vs. Local Pricing by Chain Stores under Competition

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.

LETTER: Field studies of psychologically targeted ads face threats to internal validity

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.

Advertising Competition in Presidential Elections

Gordon, B. R. & Hartmann, W. R. (2016). "Advertising Competition in Presidential Elections." Quantitative Marketing and Economics. 14(1), 1-40.

• Runner-up, Dick Wittink Prize, QME, 2016

Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects

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.

A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes

Gordon, B. R. & Sun, B. (2015). "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes." Marketing Science. 34(3), 452-470.

Competition and Product Innovation in Dynamic Oligopoly

Goettler, R. L. & Gordon, B. R. (2014). "Competition and Product Innovation in Dynamic Oligopoly." Quantitative Marketing and Economics. 12(1), 1-42.

Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis

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.

Advertising Effects in Presidential Elections

Gordon, B. R. & Hartmann, W. (2013). "Advertising Effects in Presidential Elections." Marketing Science. 32(1), 19-35.

• Finalist, John D. C. Little Best Paper Award, INFORMS, 2013

Marketing and Politics: Models, Behavior, and Policy Implications

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.

Does AMD Spur Intel to Innovate More?

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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Revisiting the Workshop on Quantitative Marketing and Structural Econometrics

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.

Competitive Strategy for Open Source Software

Kumar, V., Gordon, B. R., & Srinivasan, K. (2011). "Competitive Strategy for Open Source Software." Marketing Science. 30(6), 1066-1078.

A New Approach to Estimating the Production Function for Housing

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.

Drs. Muth and Mills Meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models

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.

A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry

Gordon, B. R. (2009). "A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry." Marketing Science. 28(5), 846-867.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2009
• Finalist, Frank M. Bass Dissertation Award, INFORMS, 2009
• Finalist, Donald G. Morrison Long-Term Impact Award, INFORMS, 2017 & 2018

Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions

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.