Browsing by Author "Haan, E. de"
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The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Haan, E. de; Wiesel, T.; Pauwels, Koen Hendrik (Elsevier, 2016-09)The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget ...
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