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

The authors acknowledge helpful comments from Alex Belloni, Yufeng Huang, Sanjog Misra, Saayan Mitra, Federico Rossi, Hema Yoganarasimhan, Guang Zeng, and Ting Zhu as well as seminar participants at Johns Hopkins, the London Business School, the University of Southern California, the Simon Business School, and the 2021 Marketing Science Conference. All remaining errors are our own. All authors certify that they have no affiliations with or involvement in any organization or entity with any financial or nonfinancial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report.