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

Paul B. Ellickson, Wreetabrata Kar, James C. Reeder. Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions. Marketing Science, 42(4):704-728, July 2023. [doi]

Authors

Paul B. Ellickson

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Wreetabrata Kar

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James C. Reeder

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