targeting

  • Article

66 Years of Advertising Research

There’s a revolution happening in every industry in every part of the world. And it’s being driven by all of us here in this room. And the “us” is not us as marketers, or programmers or researchers, the “us” is every one of you as a consumer. Kelly Abcarian, EVP, NBCU Read more »

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Learning Across Marketing Experiments: A Bayesian Approach to Improving Targeting

Learning Across Marketing Experiments: A Bayesian Approach to Improving Targeting

  • ARF, MSI

Companies run many marketing experiments, but most A/B tests are analyzed independently—limiting what firms can learn about how customers respond to interventions over time. This research introduces a hierarchical Bayesian framework that integrates data from many experiments simultaneously to estimate customer-level responsiveness to marketing. Using large-scale field experiments, the model decomposes treatment effects into customer, campaign and timing components and uses these insights to improve targeting decisions. The results show that most variation in marketing effectiveness comes from persistent differences in customer responsiveness, enabling firms to better identify who to target and when.

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