Online display advertising : modeling the effects of multiple creatives and individual impression histories
Year of publication: |
2013
|
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Authors: | Braun, Michael ; Moe, Wendy W. |
Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 32.2013, 5, p. 753-767
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Subject: | online advertising | advertising response modeling | online visit and conversion rates | Bayesian models | targeting | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Bayes-Statistik | Bayesian inference | Kreativität | Creativity |
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