This paper reports on a large-scale implementation of marketing science models to solve the bidding problem in search engine advertising. In cooperation with the online marketing agency SoQuero, we developed a fully automated bidding decision support system, PROSAD (Profit Optimizing Search...

This paper reports on a large-scale implementation of marketing science models to solve the bidding problem in search engine advertising. In cooperation with the online marketing agency SoQuero, we developed a fully automated bidding decision support system, PROSAD (Profit Optimizing Search...

Wir greifen die in der Literatur seit längerer Zeit nicht mehr betrachtete Frage der Verkaufsgebietseinteilung auf und zeigen, daß die bisherigen Vorgehensweisen zur Einteilung von Verkaufsgebieten ökonomisch wenig fundiert sind, da sie nicht notwendigerweise zu Verkaufsgebieten führen, die...

The alignment of sales territories represents a major problem in salesforce management with considerable impact on profit. The common approach to this alignment is the balancing approach, which establishes territories balanced as well as possible with respect to one or more attributes such as...

This article reports on a large-scale implementation of marketing science models to solve the bidding problem in search engine advertising. In cooperation with the online marketing agency SoQuero, the authors developed a fully automated bidding decision support system, PROSAD (profit optimizing...