Replication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experimentdoi:10.7910/DVN/VS0RDLHarvard Dataverse2026-02-051Dotson, Jeffrey; Larson, Jeffrey, 2026, "Replication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment", https://doi.org/10.7910/DVN/VS0RDL, Harvard Dataverse, V1, UNF:6:w4hTcxip0hwu+V7rpP+vOw== [fileUNF]Replication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experimentdoi:10.7910/DVN/VS0RDLDotson, JeffreyLarson, JeffreyR MarkdownHarvard DataverseDotson, JeffreyDotson, Jeffrey2025-11-24Business and ManagementReplication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment<a href="https://spdx.org/licenses/MIT.html">MIT</a>Larson, Jeffrey S. and Jeffrey P. Dotson (2026), "Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment," Journal of Interactive Marketing (published online January 27), https://doi.org/10.1177/10949968261422740.https://doi.org/10.1177/10949968261422740Larson, Jeffrey S. and Jeffrey P. Dotson (2026), "Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment," Journal of Interactive Marketing (published online January 27), https://doi.org/10.1177/10949968261422740.RatioAnalysesCondition.tab1912text/tab-separated-valuesUNF:6:aocxglq8Q5z+o7Gx78qopA==RatioAnalyses.tab19717text/tab-separated-valuesUNF:6:GrCpNQ4XYB9ttI9+OYqQTw==WeeklyAnalyses.tab376219text/tab-separated-valuesUNF:6:qXMUy6oskyeG1E2GV9WHmw==DMA_CONDITION10.0.19.019.01.00.05.62731433871137710.0UNF:6:/nSg8CURpRTsIx6f4ZyluQ==FP0.53524452503517970.431647275567707541.13190122683764320.019.00.4914679212908194.0.0027850659399594555UNF:6:0YAJQ3RtXGvaddVJk6bp3g==GP0.7836560760771382.0.00.26791547015051280.42193654125489110.08073334695188910.3993138032169310519.0UNF:6:igwAIauISVQIjjQtZzQxEA==FR0.349585421582917670.97525991917279140.061725323633637960.0.19.00.55586773913662860.67178511874782UNF:6:NFGScNpEB8C60euoK3U/Jw==GR1.1065726533923920.386695359125491470.463892464703506.0.55727890327567790.0350420084170177719.00.0UNF:6:b7DGp6Z/5D5qe3O61fjPSg==GB0.019.0.0.258499686706330940.246076689459296030.65018234738174090.98439835130466310.7607521983858221UNF:6:HPuxr1c9ZToKigb1LTgu0Q==sales0.0.0.99209722164251851.127039688642350619.00.87784611327670230.99145934614734390.0675405356815601UNF:6:1Jw3z4kYXujm0wiyNcoBJw==oc.0.95964125560538120.070345160111962361.11857531681120.01.21276595744680861.119596541786743519.0UNF:6:bGPz8rN2k/6cYFmIyfkb+Q==aov0.88669598067579410.032882825198680080.0.0.87837036390451180.95242167874875340.835860948587103219.0UNF:6:yiEsoq03rbuhM4vYOEdZuw==mf19.00.00.8651162790697674.0.08778949755658230.67969318547264720.57175118045575860.656023839931886UNF:6:3PPi6bk6+5+QXdmksYx9sw==amzo0.096104303770981061.2004506857608080.01.208037825059101719.01.030354131534571.3256410256410256.UNF:6:m0sCq4+M5niGhXwt2Mt7cg==amzs1.0190198083224341.2695945219832623.0.161416407317479140.00.67229335383592141.008139549318440919.0UNF:6:DCJM3UcNqeGN1EcZ+wvDEQ==DMA_NAMEUNF:6:txhyQjNNZH0dmaiRC4D4mg==DMA_CONDITION10.00.0.10.10659898477157419.0197.05.4775801959124291.0UNF:6:39niQdp3IbcDe9OZRNGbPg==FP0.00.5562977443898074197.00.00189023544713100830.45318976051903676.0.66434245509152337.307673793137319UNF:6:ICwGLSqtztbLDa4tz1S2Ig==GP0.05793390810941285.0.263751565270795460.00.436733740068374230.9946044923947652197.00.4110565513087UNF:6:sfXwF3XGXXABkpCYIB3Kkg==FR2.608192576123488.0.3878371703034465197.00.00.5552353584825620.00.6709486485087315UNF:6:027KBR9qhQizmrJyABeI5g==GR197.00.00.377639767700121751.64247218836565080.0102743298216334670.4969964256973860.5439573334849123.UNF:6:8YhZoi+LfcMW5k+WK/trhg==GB0.6379736369230435.0.00.26240496471541813197.00.63561442243861130.183482171689594211.5099801893150815UNF:6:H0vvICd9uyU870jvu4tIhQ==sales.0.317511899436694331.0008977650360007197.00.97995916314836163.71249627199522840.184801656842440650.0UNF:6:EplZAozNGsrd+DCyd1na7w==oc1.1371884025080450.27292786760996141.11987127916331453.5.0.61904761904761910.0197.0UNF:6:AayRICbLJ3e0ZkOGDYLgqw==aov.0.266935726550192040.88160817629111320.18040785256029510.02.22749776319713670.8763482555992622197.0UNF:6:HcTwqlhuc4/jbjXmcXaX7w==POPN7100300.0.818915.2942488575530357.25888324850.03590.0197.0265420.0UNF:6:fUXm93nHf7cswQOeBcWLlw==Condition1.0.19.00.05.477580195912429197.010.10659898477157410.0UNF:6:39niQdp3IbcDe9OZRNGbPg==FPI197.00.0.1.00.53299492385786810.413641944364164240.00.5UNF:6:iujFKIe1W4RGLQri40xscA==GPI.0.50.53045685279187830.0197.01.00.41229360255824080.0UNF:6:zbNyJlqso6ZEKwKtv+okJw==FRI0.5746374730403060.00.01.01.5.0.7715736040609137197.0UNF:6:GRPvGOjQtXdoMoKQpiwECg==GRI0.69796954314720820.01.50.00.50.5476256160865541197.0.UNF:6:hyCKhhdQD+RXMgrAlrmYmg==Brand Paid Search0.00.5304568527918783197.00.00.5.1.00.4122936025582408UNF:6:LBhCHfzhaLFbClp70HEIMw==WEEK66.057.00.03762.0.5.477953687460999557.048.0UNF:6:IkO8Gl/H7DkmSJM/rrJWng==DMA_NAMEUNF:6:Ee3dqolOE4bOOK/aV137jA==GPLevel3762.0.0.82695374800638441.00.00.00.33668974052561511.0UNF:6:hta0c8p16C8B9OwgOhDDhA==GRLevel0.03762.00.88742690058480011.0.0.36336315417599221.50.0UNF:6:M3yYcCw826hacmq2lmzZ2Q==FPLevel0.338068905606664970.00.82695374800638441.03762.0.0.01.0UNF:6:v7Y8H3jaZ4XTj0TL7o2Dfw==FRLevel0.91533758639021510.36453560338155471.53762.0.0.00.01.0UNF:6:/woYF2F+QnHmftpYLQa1Uw==DMA_CONDITION19.00.010.03762.01.05.48078713384883910.065656565656564.UNF:6:OPHke0R9qvsOgyizfuX9dQ==TotOrders1056.012.060.0207717891430731.088782562466747.0.00.03762.0UNF:6:6DloivC+yN6fvlG88/3OYA==TotSales1184006.2129201.614380648630.03762.0.56020.2531747037360.011639.4UNF:6:MBduUIuBHf9i1ACI1QR+uw==mf0.00.0-1.036.01541733120658104.24288654540673762.01161.0.UNF:6:T0zhVIx67fvKMyGHIUpc4Q==amzo4.167729930887861.129.00.00.08.1573720035407793762.02.0UNF:6:PX4xExVQgNgmAyGQN2UcKQ==amzs636.95486177565193762.00.0137.017629.840.01324.362205384857.UNF:6:+afVIvYgHc5tA8JHvEwkUA==POPN.0.52920414141414140.003597.10033762.00.2656050.00.8150379267147202UNF:6:88tUQALN9S4YevSsrFeoHg==WkInd5.47795368746099953762.00.07.0.-2.0-2.0-11.0UNF:6:CZSYR+v7tPF94khlf8DrAw==WkIndO5.4779536874609995-2.0-2.00.0-11.0.7.03762.0UNF:6:CZSYR+v7tPF94khlf8DrAw==logord6.9631899858702380.0.2.6764048245435160.03762.02.56494935746153671.2179366511541347UNF:6:TeQEEAccYiWFhMIw85Lgiw==logsales3762.09.11765898328975.0.00.013.9844151839345752.1497568736567299.362236866172069UNF:6:LXI3/kj4llNHVQWKGL2FdQ==logamz1.09861228866810981.07113263628994160.0.0.96677857212820273762.04.8675344504555820.0UNF:6:wkss16HLCg4MbAcN7hHXbg==logmf7.057897937411856.3762.0-Infinity0.00.0NaNNaNUNF:6:EwOh9i21swmi8reeRqX6aA==MattressDataShare.Rmdtext/x-r-notebook