Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions

We estimate the causal effects of different targeted email promotions on the opening and purchase decisions of the consumers who receive them.

• 저널Marketing Science · 42(4) · 704–728
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2022.1401
• 저자Paul B. Ellickson, Wreetabrata Kar, James C. Reeder