Modeling the Clickstream: Implications for Web-Based Advertising Efforts - Modeling consumer response to banner ads yields insights that can improve click response and help guide online media decisions.
| Year of publication: |
2003
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| Authors: | Chatterjee, Patrali ; Hoffman, Donna L. ; Novak, Thomas P. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 22.2003, 4, p. 520-541
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