Replication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment (doi:10.7910/DVN/VS0RDL)

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Part 1: Document Description
Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
Part 5: Other Study-Related Materials
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Replication Data for Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment

doi:10.7910/DVN/VS0RDL

Harvard Dataverse

2026-02-05

1

Dotson, 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 Experiment

doi:10.7910/DVN/VS0RDL

Dotson, Jeffrey (The Ohio State University)

Larson, Jeffrey (The Ohio State University)

R Markdown

Harvard Dataverse

Dotson, Jeffrey

Dotson, Jeffrey

2025-11-24

https://doi.org/10.7910/DVN/VS0RDL

Business and Management

Replication 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/10.1177/10949968261422740

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.

• Number of cases: 19

• No. of variables per record: 12

• Type of File: text/tab-separated-values

UNF:6:aocxglq8Q5z+o7Gx78qopA==

• Number of cases: 197

• No. of variables per record: 17

• Type of File: text/tab-separated-values

UNF:6:GrCpNQ4XYB9ttI9+OYqQTw==

• Number of cases: 3762

• No. of variables per record: 19

• Type of File: text/tab-separated-values

UNF:6:qXMUy6oskyeG1E2GV9WHmw==

• DMA_CONDITION - DMA_CONDITION
• FP - FP
• GP - GP
• FR - FR
• GR - GR
• GB - GB
• sales - sales
• oc - oc
• aov - aov
• mf - mf
• amzo - amzo
• amzs - amzs
• DMA_NAME - DMA_NAME
• DMA_CONDITION - DMA_CONDITION
• FP - FP
• GP - GP
• FR - FR
• GR - GR
• GB - GB
• sales - sales
• oc - oc
• aov - aov
• POPN - POPN
• Condition - Condition
• FPI - FPI
• GPI - GPI
• FRI - FRI
• GRI - GRI
• Brand Paid Search - Brand Paid Search
• WEEK - WEEK
• DMA_NAME - DMA_NAME
• GPLevel - GPLevel
• GRLevel - GRLevel
• FPLevel - FPLevel
• FRLevel - FRLevel
• DMA_CONDITION - DMA_CONDITION
• TotOrders - TotOrders
• TotSales - TotSales
• mf - mf
• amzo - amzo
• amzs - amzs
• POPN - POPN
• WkInd - WkInd
• WkIndO - WkIndO
• logord - logord
• logsales - logsales
• logamz - logamz
• logmf - logmf

f13179085 Location:

Summary Statistics: Valid 19.0; Max. 19.0; Min. 1.0; StDev 5.627314338711377; Mean 10.0

Variable Format: numeric

Notes: UNF:6:/nSg8CURpRTsIx6f4ZyluQ==

f13179085 Location:

Summary Statistics: Mean 0.5352445250351797; StDev 0.43164727556770754; Max. 1.1319012268376432; Valid 19.0; Min. 0.0027850659399594555

Variable Format: numeric

Notes: UNF:6:0YAJQ3RtXGvaddVJk6bp3g==

f13179085 Location:

Summary Statistics: Max. 0.7836560760771382; StDev 0.2679154701505128; Mean 0.4219365412548911; Min. 0.0807333469518891; Valid 19.0

Variable Format: numeric

Notes: UNF:6:igwAIauISVQIjjQtZzQxEA==

f13179085 Location:

Summary Statistics: StDev 0.34958542158291767; Max. 0.9752599191727914; Min. 0.06172532363363796; Valid 19.0; Mean 0.5558677391366286;

Variable Format: numeric

Notes: UNF:6:NFGScNpEB8C60euoK3U/Jw==

f13179085 Location:

Summary Statistics: Max. 1.106572653392392; StDev 0.38669535912549147; Mean 0.5572789032756779; Min. 0.03504200841701777; Valid 19.0;

Variable Format: numeric

Notes: UNF:6:b7DGp6Z/5D5qe3O61fjPSg==

f13179085 Location:

Summary Statistics: Valid 19.0; Min. 0.25849968670633094; StDev 0.24607668945929603; Mean 0.6501823473817409; Max. 0.9843983513046631;

Variable Format: numeric

Notes: UNF:6:HPuxr1c9ZToKigb1LTgu0Q==

f13179085 Location:

Summary Statistics: Max. 1.1270396886423506; Valid 19.0; Min. 0.8778461132767023; Mean 0.9914593461473439; StDev 0.0675405356815601

Variable Format: numeric

Notes: UNF:6:1Jw3z4kYXujm0wiyNcoBJw==

f13179085 Location:

Summary Statistics: Min. 0.9596412556053812; StDev 0.07034516011196236; Mean 1.1185753168112; Max. 1.2127659574468086; Valid 19.0

Variable Format: numeric

Notes: UNF:6:bGPz8rN2k/6cYFmIyfkb+Q==

f13179085 Location:

Summary Statistics: Mean 0.8866959806757941; StDev 0.03288282519868008; Max. 0.9524216787487534; Min. 0.8358609485871032; Valid 19.0

Variable Format: numeric

Notes: UNF:6:yiEsoq03rbuhM4vYOEdZuw==

f13179085 Location:

Summary Statistics: Valid 19.0; Max. 0.8651162790697674; StDev 0.0877894975565823; Mean 0.6796931854726472; Min. 0.5717511804557586;

Variable Format: numeric

Notes: UNF:6:3PPi6bk6+5+QXdmksYx9sw==

f13179085 Location:

Summary Statistics: StDev 0.09610430377098106; Mean 1.200450685760808; Valid 19.0; Min. 1.03035413153457; Max. 1.3256410256410256;

Variable Format: numeric

Notes: UNF:6:m0sCq4+M5niGhXwt2Mt7cg==

f13179085 Location:

Summary Statistics: Max. 1.2695945219832623; StDev 0.16141640731747914; Min. 0.6722933538359214; Mean 1.0081395493184409; Valid 19.0

Variable Format: numeric

Notes: UNF:6:DCJM3UcNqeGN1EcZ+wvDEQ==

f13179086 Location:

Variable Format: character

Notes: UNF:6:txhyQjNNZH0dmaiRC4D4mg==

f13179086 Location:

Summary Statistics: Mean 10.106598984771574; Max. 19.0; Valid 197.0; StDev 5.477580195912429; Min. 1.0

Variable Format: numeric

Notes: UNF:6:39niQdp3IbcDe9OZRNGbPg==

f13179086 Location:

Summary Statistics: Mean 0.5562977443898074; Valid 197.0; Min. 0.0018902354471310083; StDev 0.6643424550915233; Max. 7.307673793137319

Variable Format: numeric

Notes: UNF:6:ICwGLSqtztbLDa4tz1S2Ig==

f13179086 Location:

Summary Statistics: Min. 0.05793390810941285; StDev 0.26375156527079546; Mean 0.43673374006837423; Max. 0.9946044923947652; Valid 197.0;

Variable Format: numeric

Notes: UNF:6:sfXwF3XGXXABkpCYIB3Kkg==

f13179086 Location:

Summary Statistics: Max. 2.608192576123488; StDev 0.3878371703034465; Valid 197.0; Mean 0.555235358482562; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:027KBR9qhQizmrJyABeI5g==

f13179086 Location:

Summary Statistics: Valid 197.0; StDev 0.37763976770012175; Max. 1.6424721883656508; Min. 0.010274329821633467; Mean 0.5439573334849123;

Variable Format: numeric

Notes: UNF:6:8YhZoi+LfcMW5k+WK/trhg==

f13179086 Location:

Summary Statistics: StDev 0.26240496471541813; Valid 197.0; Mean 0.6356144224386113; Min. 0.18348217168959421; Max. 1.5099801893150815

Variable Format: numeric

Notes: UNF:6:H0vvICd9uyU870jvu4tIhQ==

f13179086 Location:

Summary Statistics: StDev 0.31751189943669433; Mean 1.0008977650360007; Valid 197.0; Max. 3.7124962719952284; Min. 0.18480165684244065;

Variable Format: numeric

Notes: UNF:6:EplZAozNGsrd+DCyd1na7w==

f13179086 Location:

Summary Statistics: Mean 1.137188402508045; StDev 0.2729278676099614; Max. 3.5; Min. 0.6190476190476191; Valid 197.0

Variable Format: numeric

Notes: UNF:6:AayRICbLJ3e0ZkOGDYLgqw==

f13179086 Location:

Summary Statistics: Min. 0.26693572655019204; Mean 0.8816081762911132; StDev 0.1804078525602951; Max. 2.2274977631971367; Valid 197.0

Variable Format: numeric

Notes: UNF:6:HcTwqlhuc4/jbjXmcXaX7w==

f13179086 Location:

Summary Statistics: Max. 7100300.0; StDev 818915.2942488575; Mean 530357.2588832485; Min. 3590.0; Valid 197.0;

Variable Format: numeric

Notes: UNF:6:fUXm93nHf7cswQOeBcWLlw==

f13179086 Location:

Summary Statistics: Min. 1.0; Max. 19.0; StDev 5.477580195912429; Valid 197.0; Mean 10.106598984771574;

Variable Format: numeric

Notes: UNF:6:39niQdp3IbcDe9OZRNGbPg==

f13179086 Location:

Summary Statistics: Valid 197.0; Max. 1.0; Mean 0.5329949238578681; StDev 0.41364194436416424; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:iujFKIe1W4RGLQri40xscA==

f13179086 Location:

Summary Statistics: Mean 0.5304568527918783; Valid 197.0; Max. 1.0; StDev 0.4122936025582408; Min. 0.0

Variable Format: numeric

Notes: UNF:6:zbNyJlqso6ZEKwKtv+okJw==

f13179086 Location:

Summary Statistics: StDev 0.574637473040306; Min. 0.0; Max. 1.5; Mean 0.7715736040609137; Valid 197.0

Variable Format: numeric

Notes: UNF:6:GRPvGOjQtXdoMoKQpiwECg==

f13179086 Location:

Summary Statistics: Mean 0.6979695431472082; Max. 1.5; Min. 0.0; StDev 0.5476256160865541; Valid 197.0;

Variable Format: numeric

Notes: UNF:6:hyCKhhdQD+RXMgrAlrmYmg==

f13179086 Location:

Summary Statistics: Min. 0.0; Mean 0.5304568527918783; Valid 197.0; Max. 1.0; StDev 0.4122936025582408

Variable Format: numeric

Notes: UNF:6:LBhCHfzhaLFbClp70HEIMw==

f13179083 Location:

Summary Statistics: Max. 66.0; Valid 3762.0; StDev 5.4779536874609995; Mean 57.0; Min. 48.0

Variable Format: numeric

Notes: UNF:6:IkO8Gl/H7DkmSJM/rrJWng==

f13179083 Location:

Variable Format: character

Notes: UNF:6:Ee3dqolOE4bOOK/aV137jA==

f13179083 Location:

Summary Statistics: Valid 3762.0; Mean 0.8269537480063844; Max. 1.0; Min. 0.0; StDev 0.3366897405256151;

Variable Format: numeric

Notes: UNF:6:hta0c8p16C8B9OwgOhDDhA==

f13179083 Location:

Summary Statistics: Valid 3762.0; Mean 0.8874269005848001; StDev 0.3633631541759922; Max. 1.5; Min. 0.0

Variable Format: numeric

Notes: UNF:6:M3yYcCw826hacmq2lmzZ2Q==

f13179083 Location:

Summary Statistics: StDev 0.33806890560666497; Min. 0.0; Mean 0.8269537480063844; Max. 1.0; Valid 3762.0;

Variable Format: numeric

Notes: UNF:6:v7Y8H3jaZ4XTj0TL7o2Dfw==

f13179083 Location:

Summary Statistics: Mean 0.9153375863902151; StDev 0.3645356033815547; Max. 1.5; Valid 3762.0; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:/woYF2F+QnHmftpYLQa1Uw==

f13179083 Location:

Summary Statistics: Max. 19.0; Valid 3762.0; Min. 1.0; StDev 5.480787133848839; Mean 10.065656565656564;

Variable Format: numeric

Notes: UNF:6:OPHke0R9qvsOgyizfuX9dQ==

f13179083 Location:

Summary Statistics: Max. 1056.0; StDev 60.02077178914307; Mean 31.088782562466747; Min. 0.0; Valid 3762.0

Variable Format: numeric

Notes: UNF:6:6DloivC+yN6fvlG88/3OYA==

f13179083 Location:

Summary Statistics: Max. 1184006.21; Mean 29201.61438064863; Min. 0.0; Valid 3762.0; StDev 56020.253174703736;

Variable Format: numeric

Notes: UNF:6:MBduUIuBHf9i1ACI1QR+uw==

f13179083 Location:

Summary Statistics: Min. -1.0; Mean 36.01541733120658; StDev 104.2428865454067; Valid 3762.0; Max. 1161.0;

Variable Format: numeric

Notes: UNF:6:T0zhVIx67fvKMyGHIUpc4Q==

f13179083 Location:

Summary Statistics: Mean 4.167729930887861; Max. 129.0; Min. 0.0; StDev 8.157372003540779; Valid 3762.0;

Variable Format: numeric

Notes: UNF:6:PX4xExVQgNgmAyGQN2UcKQ==

f13179083 Location:

Summary Statistics: Mean 636.9548617756519; Valid 3762.0; Max. 17629.84; Min. 0.0; StDev 1324.362205384857;

Variable Format: numeric

Notes: UNF:6:+afVIvYgHc5tA8JHvEwkUA==

f13179083 Location:

Summary Statistics: Mean 0.5292041414141414; Min. 0.00359; Max. 7.1003; Valid 3762.0; StDev 0.8150379267147202

Variable Format: numeric

Notes: UNF:6:88tUQALN9S4YevSsrFeoHg==

f13179083 Location:

Summary Statistics: StDev 5.4779536874609995; Valid 3762.0; Max. 7.0; Mean -2.0; Min. -11.0

Variable Format: numeric

Notes: UNF:6:CZSYR+v7tPF94khlf8DrAw==

f13179083 Location:

Summary Statistics: StDev 5.4779536874609995; Mean -2.0; Min. -11.0; Max. 7.0; Valid 3762.0

Variable Format: numeric

Notes: UNF:6:CZSYR+v7tPF94khlf8DrAw==

f13179083 Location:

Summary Statistics: Max. 6.963189985870238; Min. 0.0; Mean 2.676404824543516; Valid 3762.0; StDev 1.2179366511541347

Variable Format: numeric

Notes: UNF:6:TeQEEAccYiWFhMIw85Lgiw==

f13179083 Location:

Summary Statistics: Valid 3762.0; Mean 9.11765898328975; Min. 0.0; Max. 13.984415183934575; StDev 2.149756873656729;

Variable Format: numeric

Notes: UNF:6:LXI3/kj4llNHVQWKGL2FdQ==

f13179083 Location:

Summary Statistics: Mean 1.0711326362899416; StDev 0.9667785721282027; Valid 3762.0; Max. 4.867534450455582; Min. 0.0

Variable Format: numeric

Notes: UNF:6:wkss16HLCg4MbAcN7hHXbg==

f13179083 Location:

Summary Statistics: Max. 7.057897937411856; Valid 3762.0; Min. -Infinity; Mean NaN; StDev NaN

Variable Format: numeric

Notes: UNF:6:EwOh9i21swmi8reeRqX6aA==

Label:

MattressDataShare.Rmd

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