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Overwhelming Targeting Options : Selecting Audience Segments for Online Advertising

Ahmadi, Iman; Abou Nabout, Nadia; Skiera, Bernd; … - 2023

Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field...

Persistent link: https://www.econbiz.de/10014359623

On the edge of buying : a targeting approach for indecisive buyers based on willingness-to-pay ranges

Dost, Florian; Wilken, Robert; Eisenbeiß, Maik; … - In: Journal of retailing 90 (2014) 3, pp. 393-407

Persistent link: https://www.econbiz.de/10010408215

The effect of weather on users' online behavior

Försch, Steffen; Skiera, Bernd - In: Improving decision making in real-time bidding, (pp. 85-116). 2018

Persistent link: https://www.econbiz.de/10012267674

How does the adoption of ad blockers affect news consumption?

Yan, Shunyao; Miller, Klaus Matthias; Skiera, Bernd - In: Journal of marketing research 59 (2022) 5, pp. 1002-1018

Persistent link: https://www.econbiz.de/10013389277

Einsatzmöglichkeiten virtueller Börsen in der Marktforschung

Spann, Martin; Skiera, Bernd - In: Finanzwirtschaftliche Information, Anreizgestaltung und …, (pp. 25-48). 2004

Persistent link: https://www.econbiz.de/10002222297

Seeding strategies for viral marketing : an empirical comparison

Hinz, Oliver; Skiera, Bernd; Barrot, Christian; Becker, … - In: Journal of marketing 75 (2011) 6, pp. 55-71

Persistent link: https://www.econbiz.de/10009384665

Customizing social media marketing

Schulze, Christian; Schöler, Lisa; Skiera, Bernd - In: MIT sloan management review 56 (2014/15) 2, pp. 8-10

Persistent link: https://www.econbiz.de/10011339171

A comparison of different pay-per-bid auction formats

Kim, Ju-Young; Brünner, Tobias; Skiera, Bernd; Natter, … - In: International journal of research in marketing : IJRM ; … 31 (2014) 4, pp. 368-379

Persistent link: https://www.econbiz.de/10011280171

Helping merchants to assess the profitability of deal-of-the-day promotions

Reiner, Jochen; Skiera, Bernd - In: Interfaces : the INFORMS journal on the practice of … 48 (2018) 3, pp. 247-259

Persistent link: https://www.econbiz.de/10011881377

E-Commerce : Erfolgsstrategien für das Suchmaschinenmarketing

Skiera, Bernd; Stepanchuk, Tanja; Gerstmeier, Eva - In: Wirtschaft und Berufserziehung : W & B ; Zeitschrift … 60 (2008) 11, pp. 28-32

Persistent link: https://www.econbiz.de/10003775995