Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

Published Online:https://doi.org/10.1287/mksc.2016.0987

References

  • Abou Nabout N, Lilienthal M, Skiera B (2014) Empirical generalizations in search engine advertising. J. Retailing 90(2):206–216.CrossrefGoogle Scholar
  • Abou Nabout N, Skiera B, Stepanchuk T, Gerstmeier E (2012) An analysis of the profitability of fee-based compensation plans for search engine marketing. Internat. J. Res. Marketing 29(1):68–80.CrossrefGoogle Scholar
  • Agarwal A, Hosanagar K, Smith MD (2011) Location, location, location: An analysis of profitability of position in online advertising markets. J. Marketing Res. 48(6):1057–1073.CrossrefGoogle Scholar
  • Amaldoss W, Desai P, Shin W (2015) Keyword search advertising and first-page bid estimates: A strategic analysis. Management Sci. 61(3):507–519.LinkGoogle Scholar
  • Berman R (2015) Beyond the last touch: Attribution in online advertising. Working paper, University of Pennsylvania, Philadelphia. http://ssrn.com/abstract=2384211.Google Scholar
  • Court D, Elzinga D, Mulder S, Vetvik OJ (2009) The consumer decision journey. McKinsey Quart. (June), http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey.Google Scholar
  • Desai P, Shin W, Staelin R (2014) The company that you keep: When to buy a competitor’s keyword. Marketing Sci. 33(4):485–508.LinkGoogle Scholar
  • Ghose A, Yang S (2009) An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. 55(10):1605–1622.LinkGoogle Scholar
  • Ghose A, Ipeirotis PG, Li B (2014) Examining the impact of ranking on consumer behavior and search engine revenue. Management Sci. 60(7):1632–1654.LinkGoogle Scholar
  • Joo M, Wilbur KC, Cowgill B, Zhu Y (2013) Television advertising and online search. Management Sci. 60(1):56–73.LinkGoogle Scholar
  • Kamath A (2011) Method and apparatus for position bidding. U.S. Patent 7,870,017. U.S. Patent and Trademark Office, Washington, DC.Google Scholar
  • Kumar V, Sriram S, Luo A, Chintagunta PK (2011) Assessing the effect of marketing investments in a business marketing context. Marketing Sci. 30(5):924–940.LinkGoogle Scholar
  • Li H, Kannan PK (2014) Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. J. Marketing Res. 51(1):40–56.CrossrefGoogle Scholar
  • Perreault WD Jr, Leigh LE (1989) Reliability of nominal data based on qualitative judgments. J. Marketing Res. 26(2):135–148.CrossrefGoogle Scholar
  • Rust RT, Cooil B (1994) Reliability measures for qualitative data: Theory and implications. J. Marketing Res. 31(1):1–14.CrossrefGoogle Scholar
  • Rutz OJ, Bucklin RE (2011) From generic to branded. A model of spillover dynamics in paid search advertising. J. Marketing Res. 48(1):87–102.CrossrefGoogle Scholar
  • Rutz OJ, Bucklin RE, Sonnier GP (2012) A latent instrumental variables approach to modeling keyword conversion in paid search advertising. J. Marketing Res. 49(3):306–319.CrossrefGoogle Scholar
  • Skiera B, Abou Nabout N (2013) PROSAD: A bidding decision support system for profit optimizing search engine advertising. Marketing Sci. 32(2):213–220.LinkGoogle Scholar
  • VanBoskirk S, Elliott N, Colbum C (2014) U.S. Digital Marketing Forecast, 2014 to 2019 (Forrester Research, Cambridge, MA).Google Scholar
  • Yang S, Ghose A (2010) Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence? Marketing Sci. 29(4):602–623.LinkGoogle Scholar
  • Yao S, Mela CF (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(3):447–468.LinkGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.