Garrett Johnson
Garrett Johnson

MARKETING
Visiting Assistant Professor of Marketing

Print Overview

Garrett Johnson's research on Digital Marketing examines the market for online display advertising. His research uses experimental and structural methods to measure ad effectiveness and understand the welfare implications of consumer tracking. Prof. Johnson works with Internet companies-including Google, Yahoo! and Facebookto answer these questions with Internet-scale data.

Prof. Johnson teaches "Digital Marketing Strategy" in the MBA program. Prof. Johnson received his PhD from Northwestern University and BA from the University of British Columbia. 

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Print Vita
Education
Doctor of Philosophy, 2013, Economics, Northwestern University
Bachelor of Arts, 2007, Economics, University of British Columbia, Canada, Honors

Academic Positions
Visiting Assistant Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2016-present
Assistant Professor of Marketing, Marketing, Simon Business School, University of Rochester, 2013-present

Print Research
Articles
Johnson, Garrett, Randall Lewis and Elmar Nubbemeyer. Forthcoming. Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness. Journal of Marketing Research.
Johnson, Garrett, Randall Lewis and David Reiley. 2017. When Less is More: Data and Power in Advertising Experiments. Marketing Science.

 
Print Teaching
Full-Time / Evening & Weekend MBA
Digital Marketing Strategy (MKTG-956-0)
Digital marketing is revolutionizing how firms execute and evaluate their marketing activities. In this course, students will gain the industry background knowledge needed to navigate such important topics as: online advertising, search, social media, and online privacy. More and more, firms use experiments to optimize their digital marketing and students will learn to quantitatively and qualitatively evaluate experiments that measure the effectiveness of online advertising effectiveness in particular. Students will gain hands-on experience with using a social media management platform and will learn best practices for social media marketing.