Measuring the Lifetime Value of Customers Acquired from Google Search Advertising

Tat Y. Chan
Tat Y. Chan
[email protected]
Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130
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,
Chunhua Wu
Chunhua Wu
[email protected]
Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130
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,
Ying Xie
Ying Xie
[email protected]
Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130
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Tat Y. Chan

[email protected]

Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130

Search for more papers by this author

Chunhua Wu

[email protected]

Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130

Search for more papers by this author

Ying Xie

[email protected]

Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130

Search for more papers by this author

Published Online:25 Aug 2011https://doi.org/10.1287/mksc.1110.0658

Supplemental Material

mksc.1110.0658-sm-search_ad_online.pdf (65 KB)

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Volume 30, Issue 5

September-October 2011

Pages 757-944

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Received:August 08, 2010
Accepted:April 25, 2011
Published Online:August 25, 2011

Cite as

Tat Y. Chan, Chunhua Wu, Ying Xie, (2011) Measuring the Lifetime Value of Customers Acquired from Google Search Advertising. Marketing Science 30(5):837-850.

https://doi.org/10.1287/mksc.1110.0658

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Measuring the Lifetime Value of Customers Acquired from Google Search Advertising

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