Attribution Strategies and Return on Keyword Investment in Paid Search Advertising
Published Online:5 Jul 2016https://doi.org/10.1287/mksc.2016.0987
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Volume 35, Issue 6
November-December 2016
Pages 831-998
Article Information
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- Received:June 16, 2014
- Accepted:November 28, 2015
- Published Online:July 05, 2016
Copyright © 2016, INFORMS
Cite as
Hongshuang (Alice) Li, P. K. Kannan, Siva Viswanathan, Abhishek Pani (2016) Attribution Strategies and Return on Keyword Investment in Paid Search Advertising. Marketing Science 35(6):831-848.
https://doi.org/10.1287/mksc.2016.0987
Keywords
