Attribution strategies and return on keyword investment in paid service advertising
Hongshuang (Alice) Li, P. K. Kannan, Siva Viswanathan, Abhishek Pani
| Year of publication: |
November-December 2016
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|---|---|
| Authors: | Li, Hongshuang ; Kannan, P. K. ; Viswanathan, Siva ; Pani, Abhishek |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 6, p. 831-848
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| Subject: | attribution strategies | paid search advertising | ROI | keyword specificity | budget allocation | first-click attribution | last-click attribution | multi-touch attribution | Online-Marketing | Internet marketing | Werbung | Advertising | Suchmaschine | Search engine | Konsumentenverhalten | Consumer behaviour | Return on Investment | Return on investment | Werbewirkung | Advertising effects | Performance-Messung | Performance measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2016.0987 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011617411