Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
Year of publication: |
2011
|
---|---|
Authors: | Rutz, Oliver J. ; Trusov, Michael ; Bucklin, Randolph E. |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 30.2011, 4, p. 646-665
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | Internet | paid search | Bayesian methods | elastic net |
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