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Chapter and Conference Paper
Optimizing Creative Allocations in Digital Marketing
Establishing the best strategy to optimize and test digital advertising campaigns is essential to the success of every marketing campaign. One common “test-and-learn” approach is creative optimization through ...
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Chapter and Conference Paper
Digital Marketing Effectiveness Using Incrementality
Digital marketing is one of the fastest-growing advertising channels and crossed the $330 billion mark in 2019. With exponentially increasing budgets, measuring the impact of marketing investments and driving ...