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Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.
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Brett R. Gordon
Florian Zettelmeyer
Neha Bhargava
Marketing Science
Northwestern University
National Bureau of Economic Research
Menlo School
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Gordon et al. (Fri,) studied this question.
www.synapsesocial.com/papers/69d8ad046a6ff5a83cbed86b — DOI: https://doi.org/10.1287/mksc.2018.1135