Online display advertising : modeling the effects of multiple creatives and individual impression histories
Michael Braun; Wendy W. Moe
| Year of publication: |
2013
|
|---|---|
| Authors: | Braun, Michael ; Moe, Wendy W. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 32.2013, 5, p. 753-767
|
| Subject: | online advertising | advertising response modeling | online visit and conversion rates | Bayesian models | targeting | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Bayes-Statistik | Bayesian inference | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Werbung | Advertising | Kreativität | Creativity | Online-Handel | Online retailing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010199751