Measuring the Lifetime Value of Customers Acquired from Google Search Advertising

References

• Abe M. “Counting your customers” one by one: A hierarchical Bayes extension to the Pareto/NBD model. Marketing Sci. (2009) 28(3):541–553Link, Google Scholar
• Ansari A., Mela C. F., Neslin S. A. Customer channel migration. J. Marketing Res. (2008) 45(1):60–76Crossref, Google Scholar
• Biyalogorsky E., Naik P. Clicks and mortar: The effect of on-line activities on off-line sales. Marketing Lett. (2003) 14(1):21–32Crossref, Google Scholar
• Chan T. Y., Park Y. Position competition in sponsored search advertising. (2010) . Working paper, Washington University in St. Louis, St. LouisGoogle Scholar
• Chib S. Marginal likelihood from the Gibbs output. J. Amer. Statist. Assoc. (1995) 90(432):1313–1321Crossref, Google Scholar
• Deleersnyder B., Geyskens I., Gielens K., Dekimpe M. G. How cannibalistic is the Internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands. Internat. J. Res. Marketing (2002) 19(4):337–348Crossref, Google Scholar
• Donkers B., Verhoef P. C., de Jong M. G. Modeling CLV: A test of competing models in the insurance industry. Quant. Marketing Econom. (2007) 5(2):163–190Crossref, Google Scholar
• Edelmen B., Ostrovsky M., Schwarz M. Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. (2007) 97(1):242–259Crossref, Google Scholar
• Elgin B., Hof R. D. Keywords for ad buyers: Pay. Business Week (2005) February 21). http://www.businessweek.com/magazine/content/05_08/b3921042_mz011.htmGoogle Scholar
• Fader P. S., Hardie B. G. S. A note on deriving the Pareto/NBD model and related expressions. (2005a) . http://www.brucehardie.com/notes/009Google Scholar
• Fader P. S., Hardie B. G. S. A note on implementing the Pareto/NBD model in MATLAB. (2005b) . http://www.brucehardie.com/notes/008Google Scholar
• Fader P. S., Hardie B. G. S., Lee K. L. “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing Sci. (2005a) 24(2):275–284Link, Google Scholar
• Fader P. S., Hardie B. G. S., Lee K. L. RFM and CLV: Using iso-value curves for customer base analysis. J. Marketing Res. (2005b) 42(4):415–430Crossref, Google Scholar
• Gelman A., Rubin D. B. Inference from iterative simulation using multiple sequences (with discussion). Statist. Sci. (1992) 7(4):457–472Crossref, Google Scholar
• Glady N., Baesens B., Croux C. A modified Pareto/NBD approach for predicting customer lifetime value. Expert Systems Appl. (2009) 36(2):2062–2071Crossref, Google Scholar
• Ghose A., Yang S. An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. (2009) 55(10):1605–1622Link, Google Scholar
• Greene J. Inside Microsoft's war against Google. Business Week (2008) May 8). http://www.businessweek.com/magazine/content/08_20/b4084036492860.htmGoogle Scholar
• Jeffreys H.The Theory of Probability (1961) 3rd ed.(Oxford University Press, New York) Google Scholar
• Katona Z., Sarvary M. The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. (2010) 29(2):199–215Link, Google Scholar
• Performics DoubleClick Performics 50 search trend report Q4 2006. (2007) . Press release (March 21), http://www.performics.com/news-room/press-releases/doubleclick-performics-50-search-trend/411Google Scholar
• Reinartz W. J., Kumar V. On the profitability of long-life customers in a noncontractual settings: An empirical investigation and implications for marketing. J. Marketing (2000) 64(4):17–35Crossref, Google Scholar
• Rust R. T., Ambler T., Carpenter G. S., Kumar V., Srivastava R. K. Measuring marketing productivity: Current knowledge and future directions. J. Marketing (2004) 68(4):76–89Crossref, Google Scholar
• Rutz O. J., Bucklin R. E. From generic to branded: A model of spillover dynamics in paid search advertising. J. Marketing Res. (2011) 48(1):87–102Crossref, Google Scholar
• Ryan K. M. Search's role in the buying cycle. iMedia Connection (2006) March 29). http://www.imediaconnection.com/printpage/printpage.aspx?id=8850Google Scholar
• Schmittlein D. C., Peterson R. A. Customer base analysis: An industrial purchase process application. Marketing Sci. (1994) 13(1):41–67Link, Google Scholar
• Schmittlein D. C., Morrison D. G., Colombo R. Counting your customers: Who are they and what will they do next? Management Sci. (1987) 33(1):1–24Link, Google Scholar
• Singh S. S., Borle S., Jain D. C. A generalized framework for estimating customer lifetime value when customer lifetimes are not observed. Quant. Marketing Econom. (2009) 7(2):181–205Crossref, Google Scholar
• Venkatesan R., Kumar V., Bohling T. Optimal customer relationship management using Bayesian decision theory: An application for customer selection. J. Marketing Res. (2007) 44(4):579–594Crossref, Google Scholar
• Verhoef P. C., Donkers B. The effect of acquisition channels on customer loyalty and cross-buying. J. Interactive Marketing (2005) 19(2):31–43Crossref, Google Scholar
• Yao S., Mela C. F. A dynamic model of sponsored search advertising. Marketing Sci. (2009) 30(4):702–716Google Scholar