Browsing by Author "Kireyev, P."
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Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, P.; Pauwels, Koen Hendrik; Gupta, S. (Elsevier, 2016-09)As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ...
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