A Two-Step Synthetic Control Approach for Estimating Causal Effects of Marketing Events

The authors thank the department editor, the associate editor, and two referees for their insightful comments that greatly improved the paper. The authors also thank Kaitlin Daniels, Vijay Mahajan, Sridhar Narayanan, Garrett P. Sonnier, Raji Srinivasan, and Ioannis Stamatopoulos as well as the participants at the research seminar at the Boston College Carroll School of Management, the Indian School of Business, the Bass Frontiers of Research in Marketing Science Conference, the Virtual Quantitative Marketing Seminar, the Marketing Science Conference, and the Theory and Practice in Marketing Conference for helpful comments. The authors are also grateful to Sachin Sridhar for excellent assistance in data collection. The researchers’ own analyses were calculated (or derived) based in part on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Datasets at the Kilts Center for Marketing Data Center at the University of Chicago Booth School of Business. The conclusions drawn from the NielsenIQ data are those of the researchers and do not reflect the views of NielsenIQ. NielsenIQ is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein.