Bradley Shapiro
Professor of Marketing and True North Faculty Scholar
To Reduce US Gun Sales, Limit Access to Handguns
It may be a political nonstarter, but it would be more effective than a ban on assault weapons.
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Biography
Bradley Shapiro studies empirical industrial organization and applied microeconomics. His expertise is in the economics of advertising and measuring advertising effectiveness. He also studies marketing in the health and pharmaceutical sectors, including how firm actions impact health choices by consumers, health outcomes of patients and market outcomes between competing firms. His research has appeared in the Journal of Political Economy, Econometrica, Marketing Science, Management Science, American Economic Journal: Microeconomics and Quantitative Marketing Economics.
Shapiro earned a Ph.D. in economics from Massachusetts Institute of Technology (MIT). Prior degrees include an M.S. in mathematics, a B.S. in mathematics, and a B.A. in economics all from Virginia Tech. Shapiro is also a certified private pilot and consults for a wine importing firm in his spare time.
At Booth, Shapiro teaches Marketing Strategy.
Working Papers
They can also disproportionately hurt smaller companies. Research examines how gun ownership would change in response to various restrictions.
Date Posted:Tue, 06 Aug 2024 11:40:54 -0500
Third-party cookies and related ?offsite? tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the benefit to advertisers from using such offsite tracking data in their ad delivery. With this goal in mind, we conduct a large-scale, randomized experiment that includes more than 70,000 advertisers on Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the change in effectiveness of the same campaigns were advertisers to lose the ability to optimize ad delivery with offsite data. In each of these cases, we use recently developed deconvolution techniques to flexibly estimate the underlying distribution of effects. We find a median cost per incremental customer at baseline of $38.16 that under the median loss in effectiveness would rise to $49.93, a 31% increase. Further, we find ads targeted using offsite data generate more long-term customers per dollar than those without, and losing offsite data disproportionately hurts small scale advertisers. Taken together, our results suggest that offsite data bring large benefits to a wide range of advertisers.
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2024 - 2025 Course Schedule
Number
Course Title
Quarter
Marketing Management
2025 (Spring)
Marketing Workshop
2024 (Autumn)
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Data Privacy Laws May Cost Companies Billions
If You Want Gun Control, Start with Market Research