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Modeling indirect effects of paid search advertising : which keywords lead to more future visits?

Rutz, Oliver J.; Trusov, Michael; Bucklin, Randolph E. - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 646-665

Persistent link: https://www.econbiz.de/10009299478

Zooming in on paid search ads : a consumer-level model calibrated on aggregated data

Rutz, Oliver J.; Trusov, Michael - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 789-800

Persistent link: https://www.econbiz.de/10009384017

Does banner advertising affect browsing for brands? : clickstream chioce model says yes, for some

Rutz, Oliver J.; Bucklin, Randolph E. - In: Quantitative marketing and economics : QME 10 (2012) 2, pp. 231-257

Persistent link: https://www.econbiz.de/10009554673

A Model of Individual Keyword Performance in Paid Search Advertising

Rutz, Oliver J. - 2014

In paid search advertising on Internet search engines, advertisers bid for specific keywords, e.g. quot;Rental Cars LAX,quot; to display a text ad in the sponsored section of the search results page. The advertiser is charged when a user clicks on the ad. Many of the keywords in paid search...

Persistent link: https://www.econbiz.de/10012709242

Do you want to be my "friend"? : monetary value of word-of-mouth marketing in online communities

Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 26-33

Persistent link: https://www.econbiz.de/10003982238

Marketing effectiveness in the music download industry

Reimer, Kerstin; Rutz, Oliver J.; Pauwels, Koen H. - In: MSI reports : working paper series (2010) 3, pp. 145-182

Persistent link: https://www.econbiz.de/10008841375

Paths to and off purchase : quantifying the impact of traditional marketing and online consumer activity

Srinivasan, Shuba; Rutz, Oliver J.; Pauwels, Koen - In: Journal of the Academy of Marketing Science 44 (2016) 4, pp. 440-453

Persistent link: https://www.econbiz.de/10011563220

How online consumer segments differ in long-term marketing effectiveness

Reimer, Kerstin; Rutz, Oliver J.; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 28 (2014) 4, pp. 271-284

Persistent link: https://www.econbiz.de/10010470964

A dynamic model of the effect of online communications on firm sales

Sonnier, Garrett P.; McAlister, Leigh; Rutz, Oliver J. - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 702-716

Persistent link: https://www.econbiz.de/10009299471

Effects of Internet display advertising in the purchase funnel : model-based insights from a randomized field experiment

Hoban, Paul R.; Bucklin, Randolph E. - In: Journal of marketing research : JMR 52 (2015) 3, pp. 375-393

Persistent link: https://www.econbiz.de/10011292880