Zooming in on paid search ads : a consumer-level model calibrated on aggregated data

von Rutz, Oliver J.
Veröffentlicht in Marketing science (2011)

The evolution of internal market structure

von Rutz, Oliver J.
Veröffentlicht in Marketing science (2011)

From generic to branded : a model of spillover in paid search advertising

von Rutz, Oliver J.
Veröffentlicht in Journal of marketing research (2011)

VANISH regularization for generalized linear models

von Rutz, Oliver J.
Veröffentlicht in Quantitative marketing and economics (2019)

Does banner advertising affect browsing for brands? : clickstream chioce model says yes, for some

von Rutz, Oliver J.
Veröffentlicht in Quantitative marketing and economics (2012)

Endogeneity and marketing strategy research : an overview

von Rutz, Oliver J.
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2019)

Managing blood donations with marketing

von Aravindakshan, Ashwin
Veröffentlicht in Marketing science (2015)

How online consumer segments differ in long-term marketing effectiveness

von Reimer, Kerstin
Veröffentlicht in Journal of interactive marketing (2014)

Paths to and off purchase : quantifying the impact of traditional marketing and online consumer activity

von Srinivasan, Shuba
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2016)

Measuring and forecasting mobile game app engagement

von Rutz, Oliver J.
Veröffentlicht in International journal of research in marketing (2019)

Marketing effectiveness in the music download industry

von Reimer, Kerstin
Veröffentlicht in Marketing Science Institute (Cambridge, Mass.) MSI reports (2010)

A dynamic model of the effect of online communications on firm sales

von Sonnier, Garrett P.
Veröffentlicht in Marketing science (2011)

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

von Rutz, Oliver J.
Veröffentlicht in Marketing science (2011)

A new method to aid copy testing of paid search text advertisements

von Rutz, Oliver J.
Veröffentlicht in Journal of marketing research (2017)

A latent instrumental variables approach to modeling keyword conversion in paid search advertising

von Rutz, Oliver J.
Veröffentlicht in Journal of marketing research (2012)

Estimating the effect of brand beliefs on brand evaluations when beliefs are measured with error

von Sonnier, Garrett P.
Veröffentlicht in International journal of research in marketing (2023)