10.7 Attribution of Advertising Effects

H. (Alice). Li and Kannan (2014)

Blake, Nosko, and Tadelis (2015)

Simonson et al. (2001)

Zantedeschi, Feit, and Bradlow (2017)

Lambrecht and Tucker (2013)

References

Blake, Thomas, Chris Nosko, and Steven Tadelis. 2015. “Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment.” Econometrica 83 (1): 155–74. https://doi.org/10.3982/ecta12423.

Lambrecht, Anja, and Catherine Tucker. 2013. “When Does Retargeting Work? Information Specificity in Online Advertising.” Journal of Marketing Research 50 (5): 561–76. https://doi.org/10.1177/002224371305000508.

Li, Hongshuang (Alice), and P.K. Kannan. 2014. “Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment.” Journal of Marketing Research 51 (1): 40–56. https://doi.org/10.1509/jmr.13.0050.

Simonson, Itamar, Ziv Carmon, Ravi Dhar, Aimee Drolet, and Stephen M. Nowlis. 2001. “Consumer Research: In Search of Identity.” Annual Review of Psychology 52 (1): 249–75. https://doi.org/10.1146/annurev.psych.52.1.249.

Zantedeschi, Daniel, Eleanor McDonnell Feit, and Eric T. Bradlow. 2017. “Measuring Multichannel Advertising Response.” Management Science 63 (8): 2706–28. https://doi.org/10.1287/mnsc.2016.2451.