【主讲】沈数 助教授 (加州大学戴维斯分校)
【主题】Conversion Effects of Online Advertising Vehicles: Nonparametric Bounds and Parametric Estimates
【时间】2011年11月16日 (周三) 15：30-17：00
【地点】上海财经大学经济学院楼801室
【语言】英文
【摘要】This paper investigates the conversion effects of different online advertising vehicles, specially focusing on the three leading ones, paid search, display banner and email ads, based on a data set from a major electronics seller that contains the clickstream records of its online advertising interactions with consumers and the associated purchases. In contrast to the existing literature that focuses on correlation and prediction, we explore the causal link between advertising and consumers' purchase decisions. Both our nonparametric Manski-type bound estimates and parametric maximum likelihood estimates show that correlation studies that overlook consumers' unobserved purchase incentive tend to overestimate the conversion effects of advertising. We find significantly positive conversion effects for both paid search and email but marginal effects for display banner. We also find complementarity between paid search and display banner in their conversion effects toward purchase.
