Randall A. Lewis

Nanigans

Chief Scientist

100 Summers St.

Boston, MA 02110

SCHOLARLY PAPERS

17

DOWNLOADS
Rank 2,213

SSRN RANKINGS

Top 2,213

in Total Papers Downloads

17,922

SSRN CITATIONS
Rank 6,884

SSRN RANKINGS

Top 6,884

in Total Papers Citations

127

CROSSREF CITATIONS

60

Scholarly Papers (17)

1.

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Simon Business School Working Paper No. FR 15-21
Number of pages: 59 Posted: 19 Jun 2015 Last Revised: 13 Jan 2017
Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer
Questrom School of Business, Nanigans and Google Inc.
Downloads 3,688 (3,257)
Citation 18

Abstract:

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advertising effectiveness, field experiments, digital advertising

2.

The Unfavorable Economics of Measuring the Returns to Advertising

Number of pages: 35 Posted: 14 Dec 2013 Last Revised: 19 Sep 2014
Randall A. Lewis and Justin M. Rao
Nanigans and Microsoft Research
Downloads 3,550 (3,463)
Citation 59

Abstract:

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advertising, field experiments, causal inference, electronic commerce, return on investment, information

3.

Incrementality Bidding & Attribution

Number of pages: 40 Posted: 06 Mar 2018 Last Revised: 12 Mar 2018
Randall A. Lewis and Jeffrey Wong
Nanigans and Netflix
Downloads 2,714 (5,555)
Citation 5

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incrementality, ad effectiveness, machine learning, econometrics, real-time bidding, attribution, display advertising

4.

Location, Location, Location: Repetition and Proximity Increase Advertising Effectiveness

Number of pages: 41 Posted: 23 May 2013 Last Revised: 03 Jun 2016
Garrett Johnson, Randall A. Lewis and David Reiley
Questrom School of Business, Nanigans and Pandora Media, Inc.
Downloads 1,470 (14,938)
Citation 3

Abstract:

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advertising effectiveness, field experiments, digital advertising, ad frequency, targeting

5.

Cost Per Incremental Action: Efficient Pricing of Advertising

Simon Business School Working Paper No. FR 15-29
Number of pages: 37 Posted: 03 Oct 2015
Garrett Johnson and Randall A. Lewis
Questrom School of Business and Nanigans
Downloads 1,089 (23,498)
Citation 6

Abstract:

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Online advertising, Pay model, Experimentation, Ad effectiveness

6.

How Do Firms Make Money Selling Digital Goods Online?

Rotman School of Management Working Paper No. 2363658
Number of pages: 17 Posted: 06 Dec 2013 Last Revised: 28 Apr 2014
London Business School, University of Toronto - Rotman School of Management, Massachusetts Institute of Technology (MIT) - Sloan School of Management, New York University (NYU) - Leonard N. Stern School of Business, Microsoft Research New York City, Nanigans, University of Chicago - Booth School of Business, Stanford Graduate School of Business and Washington University in St. Louis - John M. Olin Business School
Downloads 1,072 (24,016)
Citation 7

Abstract:

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revenue models, Internet, online advertising, digital goods, content, information, advertising, cookies

7.

The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments

Number of pages: 42 Posted: 11 Dec 2015 Last Revised: 02 Oct 2017
Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer
Questrom School of Business, Nanigans and Google Inc.
Downloads 1,051 (24,771)
Citation 11

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advertising effectiveness, field experiments, digital advertising, meta-study

8.

Here, There, and Everywhere: Correlated Online Behaviors Can Lead to Overestimates of the Effects of Advertising

Proceedings of the 20th ACM International World Wide Web Conference (WWW20) 2011, pp.157-166.
Number of pages: 10 Posted: 09 Jun 2012
David Reiley, Justin M. Rao and Randall A. Lewis
Pandora Media, Inc., Microsoft Research and Nanigans
Downloads 700 (43,718)
Citation 7

Abstract:

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advertising effectiveness, field experiments, browsing behavior, causal inference, selection bias

9.

Does Retail Advertising Work? Measuring the Effects of Advertising on Sales Via a Controlled Experiment on Yahoo!

Number of pages: 37 Posted: 21 Jun 2011
Randall A. Lewis and David Reiley
Nanigans and Pandora Media, Inc.
Downloads 670 (46,310)
Citation 1

Abstract:

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advertising, field experiment, electronic commerce

10.

When Less is More: Data and Power in Advertising Experiments

Simon Business School Working Paper No. FR 15-31
Number of pages: 35 Posted: 31 Oct 2015 Last Revised: 15 Feb 2016
Garrett Johnson, Randall A. Lewis and David Reiley
Questrom School of Business, Nanigans and Pandora Media, Inc.
Downloads 435 (79,631)
Citation 13

Abstract:

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advertising effectiveness, field experiments, digital advertising

11.

Down-to-the-Minute Effects of Super Bowl Advertising on Online Search Behavior

Number of pages: 22 Posted: 03 Mar 2013 Last Revised: 04 Mar 2013
David Reiley and Randall A. Lewis
Pandora Media, Inc. and Nanigans
Downloads 347 (103,307)
Citation 7

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12.

Ad Attributes and Attribution: Large-Scale Field Experiments Measure Online Customer Acquisition

Number of pages: 24 Posted: 02 May 2012
David Reiley, Randall A. Lewis and Taylor Schreiner
Pandora Media, Inc., Nanigans and affiliation not provided to SSRN
Downloads 313 (115,811)
Citation 2

Abstract:

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Online advertising, advertising effectiveness, field experiment, click attribution

13.

A Samsung Ad for the iPad? Display Advertising's Competitive Spillovers to Search

Number of pages: 35 Posted: 04 Jan 2014
Randall A. Lewis and Dan Tri Nguyen
Nanigans and University of Chicago - Booth School of Business
Downloads 282 (129,287)
Citation 23

Abstract:

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advertising, natural experiment, spillovers, externality, search, competition, complementarity, strategic complementarity

14.

Soul and Machine (Learning)

NYU Stern School of Business
Number of pages: 17 Posted: 24 Sep 2019 Last Revised: 26 Aug 2020
Marshall School of Business, University of Southern California, MIT Sloan School of Management, New York University (NYU) - Leonard N. Stern School of Business, Harvard University - Business School (HBS), Yale School of Management, Duke University, Fuqua School of Business, Carnegie Mellon University - David A. Tepper School of Business, Nanigans, University of Michigan, Stephen M. Ross School of Business, University of Michigan, Stephen M. Ross School of Business, Kellogg School of Management, Northwestern University, affiliation not provided to SSRN and University of Washington
Downloads 230 (158,525)
Citation 1

Abstract:

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Machine learning, marketing

Northern Exposure: A Field Experiment Measuring Externalities between Search Advertisements

Number of pages: 7 Posted: 17 Dec 2012
David Reiley, Sai-Ming Li and Randall A. Lewis
Pandora Media, Inc., Yahoo! - Yahoo! Research Labs and Nanigans
Downloads 107 (301,020)
Citation 7

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Measurement, Economics, Experimentation

Northern Exposure: A Field Experiment Measuring Externalities between Search Advertisements

Proceedings of the 11th ACM Conference on Electronic Commerce (EC-2010), David C. Parkes, Chrysanthos Dellarocas, and Moshe Tennenholtz, eds., pp. 297-30, 2010
Number of pages: 7 Posted: 09 Jun 2012
David Reiley, Randall A. Lewis and Sai-Ming Li
Pandora Media, Inc., Nanigans and Yahoo! - Yahoo! Research Labs
Downloads 33 (545,315)

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Sponsored search, advertising, externalities, page placement

16.

Measuring the Effects of Advertising: The Digital Frontier

NBER Working Paper No. w19520
Number of pages: 27 Posted: 11 Oct 2013 Last Revised: 02 Dec 2015
Randall A. Lewis, Justin M. Rao and David Reiley
Nanigans, Microsoft Research and Pandora Media, Inc.
Downloads 95 (323,479)
Citation 2

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17.

Display Advertising Impact: Search Lift and Social Influence

Proceedings of the 17th ACM SIGKDD Conference on Knowledge Discovery and Data Mining [KDD'11], 2011 pp.1019-1027
Number of pages: 9 Posted: 18 May 2012
Pandora Media, Inc., Nanigans, Stanford University, Stanford University and Yahoo! - Yahoo! Research Labs
Downloads 76 (370,157)

Abstract:

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advertising impact, ad effectivenes, display ads, search lift, social influence, field experiment