Brett Gordon
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Brett Gordon

Professor of Marketing

Kellogg Faculty Page →

Here’s a Cost-Effective Way to Tell If Your Digital Ads Are Working

Running even a small number of experiments can reveal a lot, a new study finds.

Researchers: Brett Gordon, Robert Moakler and Florian Zettelmeyer

January 1, 2024


How Much Do Campaign Ads Matter?

Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election.

Researchers: Brett Gordon, Mitchell J. Lovett, Bowen Luo and James Reeder

November 1, 2021


How Has Digital Film Changed the Moviegoing Experience?

In a world where movie theaters went digital … consumers got more options.

Researchers: Joonhyuk Yang, Eric T. Anderson and Brett Gordon

February 24, 2021


Is Your Digital-Advertising Strategy Paying Off?

Brands are demanding evidence that campaigns are working. Here’s what they should be asking.

Researchers: Brett Gordon

September 5, 2019


Take 5: What You May Not Know about Advertising

Research reveals how ads can affect shopping behavior, elections, and even our health.

Researchers: Brett Gordon, Kent Grayson, Jörg L. Spenkuch and Amanda Starc

August 6, 2019

How Well Do You Understand Digital Advertising?

Test your knowledge and see how it compares to the experts’.

Researchers: Brett Gordon and Garrett Johnson

July 11, 2018


Podcast: Did That Online Sneaker Ad Entice You to Buy? It’s Hard for Marketers to Tell.

Many measurement techniques are flawed. Kellogg and Facebook researchers share what can be done.

Researchers: Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky

July 18, 2016

Data Analytics

Abandoning the Electoral College Would Remake Campaign Spending

A direct-vote system could have a sizeable impact on the behaviors of voters and candidates.

Researchers: Brett Gordon and Wesley Hartmann

Is Your Digital-Advertising Campaign Working?

If you are not running a randomized controlled experiment, you probably don’t know.

Researchers: Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky

March 11, 2016

Data Analytics