Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

The authors thank an anonymous company for providing the data used in this research; the review team, Bruce Hardie, Duncan Simester, Jeremy Yang, Liangzong Ma, and faculty and students in the Marketing Unit at Harvard Business School for valuable feedback; and participants of the Harvard Business School Doctoral Digital Workshop, 2022 American Causal Inference Conference, 2022 Marketing Science Conference, European Quantitative Marketing Seminar (EQMS), 2023 Marketing Dynamics Conference, and seminars at Harvard Business School, Massachusetts Institute of Technology, Cornell, Carnegie Mellon University, Michigan, Yale, Copenhagen Business School, Esade, WU Vienna, Northwestern, Stanford, and Washington University in St. Louis for helpful comments. T.-W. Huang has served on the advisory board for the focal company (who chose to stay anonymous) described in Section 6.