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

Marketing Science

Volumn 30, Issue 4, 2011, Pages 646-665

  Rutz, Oliver J ^a   Trusov, Michael ^b   Bucklin, Randolph E ^c  

^a YALE UNIVERSITY   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

^c UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Bayesian methods; Elastic net; Internet; Paid search

Indexed keywords

EID: 80051657462     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0635     Document Type: Article

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