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Estimating Ad Impact on Clicker Conversions for Causal Attribution: A Potential Outcomes Approach [chapter]

Joel Barajas, Ram Akella, Aaron Flores, Marius Holtan
2015 Proceedings of the 2015 SIAM International Conference on Data Mining  
We analyze the causal effect of online ads on the conversion probability of the users who click on the ad (clickers).  ...  Based on two large-scale randomized experiments, performed for 7.16 million users and 22.7 million users to evaluate ad exposures, a pessimistic analysis for this effect shows a minimum increase of the  ...  In the casual modeling phase, we propose a method in the Potential Outcomes causal model to estimate the campaign effect on the clicker conversions based on the randomized experiment of section 3.2.  ... 
doi:10.1137/1.9781611974010.72 dblp:conf/sdm/BarajasAFH15 fatcat:pqylgapgqvdzjceexkq4impv24

Staying the Course: Collaborative Modeling to Support Adaptive and Resilient Water Resource Governance in the Inland Northwest

Allyson Beall King, Melanie Thornton
2016 Water  
impacts; (4) monitoring of one variable can seem to indicate no change when drastic change is imminent [2, 12, 18] .  ...  We describe "a model [as] a substitute for a real system" [32] . The model may be used for communication or for learning about how the system behaves over time.  ...  Author Thornton built the OASIS model described herein and is lead facilitator for the Spokane basin OASIS exercise. Beall King and Thornton collaborated on the text of this paper.  ... 
doi:10.3390/w8060232 fatcat:2leuikhltjgcngnlcofomcv2hy

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

Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky
2019 Marketing science (Providence, R.I.)  
We examine how common techniques used to measure the causal impact of ad exposures on users' conversion outcomes compare to the "gold standard" of a true experiment (randomized controlled trial).  ...  Our findings suggest that common approaches used to measure advertising effectiveness in industry fail to measure accurately the true effect of ads.  ...  Isolating the impact of one particular cause (today's mobile ad) on a specific outcome (purchase) is the challenge of causal measurement.  ... 
doi:10.1287/mksc.2018.1135 fatcat:xgfou7bdrzecdcclel7neqoski

Here, there, and everywhere

Randall A. Lewis, Justin M. Rao, David H. Reiley
2011 Proceedings of the 20th international conference on World wide web - WWW '11  
In Experiment 1, users who are exposed to an ad on a given day are much more likely to engage in brandrelevant search queries as compared to their recent history for reasons that had nothing do with the  ...  Measuring the causal effects of online advertising (adfx) on user behavior is important to the health of the WWW publishing industry.  ...  EXPERIMENT 1: EFFECTS ON SEARCHES In this experiment the goal is to estimate the causal impact of a display-advertising campaign on searches for the advertiser's brand name and related keywords.  ... 
doi:10.1145/1963405.1963431 dblp:conf/www/LewisRR11 fatcat:gyasxdrgwjhflfwcij4g72jhqy

When Less Is More: Data and Power in Advertising Experiments

Garrett A. Johnson, Randall A. Lewis, David H. Reiley
2017 Marketing science (Providence, R.I.)  
Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo!  ...  Less data gives us 31% more precision in our estimates-equivalent to increasing our sample to 5.3 million users.  ...  The point estimate of the impact on in-store sales is $0.323 for the Full treatment group, which represents 68% of the total impact of $0.477 on sales repeated in column (1).  ... 
doi:10.1287/mksc.2016.0998 fatcat:lt5refs36baf7axgxbtufqmgqu

How effective is targeted advertising?

Ayman Farahat
2013 2013 American Control Conference  
We propose a difference-in-differences estimator to account for this selection bias by decomposing the impact of targeting into selection bias and treatment effects components.  ...  , and there is a dearth of empirical evidence on the effectiveness of targeted advertising as a whole.  ...  IDENTIFYING THE IMPACT OF TAR-GETING USING TREATMENT EFFECTS A treatment effect (TE) is the average causal effect of some treatment, policy, or program on some measurable outcome of interest, e.g. the  ... 
doi:10.1109/acc.2013.6580780 fatcat:cy27bdknmrfipfghymsyw4ggfe

How Effective is Targeted Advertising?

Ayman Farahat, Michael C. Bailey
2012 Social Science Research Network  
We propose a difference-in-differences estimator to account for this selection bias by decomposing the impact of targeting into selection bias and treatment effects components.  ...  , and there is a dearth of empirical evidence on the effectiveness of targeted advertising as a whole.  ...  IDENTIFYING THE IMPACT OF TAR-GETING USING TREATMENT EFFECTS A treatment effect (TE) is the average causal effect of some treatment, policy, or program on some measurable outcome of interest, e.g. the  ... 
doi:10.2139/ssrn.2242311 fatcat:s2ruildumvgt5g2b2jbca63544

How effective is targeted advertising?

Ayman Farahat, Michael C. Bailey
2012 Proceedings of the 21st international conference on World Wide Web - WWW '12  
We propose a difference-in-differences estimator to account for this selection bias by decomposing the impact of targeting into selection bias and treatment effects components.  ...  , and there is a dearth of empirical evidence on the effectiveness of targeted advertising as a whole.  ...  IDENTIFYING THE IMPACT OF TAR-GETING USING TREATMENT EFFECTS A treatment effect (TE) is the average causal effect of some treatment, policy, or program on some measurable outcome of interest, e.g. the  ... 
doi:10.1145/2187836.2187852 dblp:conf/www/FarahatB12 fatcat:e7ibii6dlngahl3uulz3cbyvzi

A Vision and Change Reform of Introductory Biology Shifts Faculty Perceptions and Use of Active Learning

Anna Jo Auerbach, Elisabeth Schussler, Marilyne Stains
2017 CBE - Life Sciences Education  
One goal of the curricular reform was to integrate core biological concepts and competencies into the courses using AL pedagogical approaches.  ...  Increasing faculty use of active-learning (AL) pedagogies in college classrooms is a persistent challenge in biology education.  ...  We also thank the monitoring editor and reviewers for their helpful insight and constructive comments that helped to greatly improve this article.  ... 
doi:10.1187/cbe.16-08-0258 pmid:29146663 pmcid:PMC5749959 fatcat:iwyzm36d7zhv5kkwe7jx6badhq

Educational Technology Research Past and Present: Balancing Rigor and Relevance to Impact School Learning

Steven M. Ross, Gary R. Morrison, Deborah L. Lowther
2010 Contemporary Educational Technology  
Specific topics addressed include: (a) varied conceptions of "effective" technology uses in classroom instruction as topics for research, (b) historical trends in research approaches and topics of inquiry  ...  In this paper, we examine the past and present research trends, with emphasis on the role and contribution of research evidence for informing instructional practices and policies to improve learning in  ...  factors potentially influencing those impacts (Johnson, & Onwuegbuzie, 2004; Richey & Klein, 2008) .  ... 
doi:10.30935/cedtech/5959 fatcat:izyiq7gl3zh63k5qynwlwco6ny

Diffusion of research-based instructional strategies: the case of SCALE-UP

Kathleen T Foote, Xaver Neumeyer, Charles Henderson, Melissa H Dancy, Robert J Beichner
2014 International Journal of STEM Education  
A web survey was used to develop a census of instructors who have been influenced by SCALE-UP.  ...  We estimate the dissemination of SCALE-UP in physics may be at the tipping point between adoption by adventurous early users and the more mainstream majority.  ...  reforms, potentially reducing the impact of existing reforms.  ... 
doi:10.1186/s40594-014-0010-8 fatcat:yeknbt5o7fdnvak2r3v7mfj4re

Diffusion of research-based instructional strategies: the case of SCALE-UP

Kathleen T Foote, Xaver Neumeyer, Charles Henderson, Melissa H Dancy, Robert J Beichner
2014 International Journal of STEM Education  
A web survey was used to develop a census of instructors who have been influenced by SCALE-UP.  ...  We estimate the dissemination of SCALE-UP in physics may be at the tipping point between adoption by adventurous early users and the more mainstream majority.  ...  reforms, potentially reducing the impact of existing reforms.  ... 
doi:10.1186/preaccept-3960798361271825 fatcat:xrrch5knyvblbjiwhh2rjhs7gq

What happens after an ad click?

Hila Becker, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
2009 Proceeding of the 18th ACM conference on Information and knowledge management - CIKM '09  
Finally, using such an automatic classifier, we correlate the landing page type with conversion data provided by advertisers, and show that the conversion rate (i.e., users' response rate to ads) varies  ...  We conclude that in the vast majority of cases the user is shown one of three types of pages, namely, Homepage (the homepage of the advertiser), Category browse (a browse-able subcatalog related to the  ...  The observed frequency with which clickers on a given ad become "buyers" is called the conversion rate. In some cases, the advertisers pay only for conversions.  ... 
doi:10.1145/1645953.1645964 dblp:conf/cikm/BeckerBGJP09 fatcat:4cqv27a73nfrnmrtaaqjmfwnqm

Social Interactions and Well-Being

Gillian M. Sandstrom, Elizabeth W. Dunn
2014 Personality and Social Psychology Bulletin  
These studiesthe first in social psychology to explicitly focus on weak tiesconsistently find a relationship between weak ties and happiness. iv PREFACE  ...  As before, on days when they had more interactions with weak ties than usual, they were happier.  ...  The person approached me and initiated a conversation."). Thus, the changes in behavior and did not induce more interactions than usual.  ... 
doi:10.1177/0146167214529799 pmid:24769739 fatcat:s7ludv7sfrdkpp3d57qkl7gxyq

Investigating Purposeful Science Curriculum Adaptation as a Strategy to Improve Teaching and Learning

ANGELA HAYDEL DEBARGER, WILLIAM R. PENUEL, SAVITHA MOORTHY, YVES BEAUVINEAU, CATHLEEN A. KENNEDY, CHRISTY KIM BOSCARDIN
2016 Science Education  
With each wave of reform in science education, curriculum has played a central role, and the contemporary wave focused on implementation of the principles and vision of the Framework for K-12 Science Education  ...  In this paper, we investigate the potential and conditions for using curriculum adaptation to support reform of science teaching and learning.  ...  Morozov, A., Herrenkohl, L., Shutt, K., Thummaphan, P., Vye, N., Abbott, R. D., & Scalone, G. (2014). Emotional engagement in agentive science environments. In J. L. Polman, E.  ... 
doi:10.1002/sce.21249 fatcat:3nvxgfifxve6xll5vj4rlx3jqe
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