Add to ORKGFaced with various online ads, firms are hard to choose the most appropriate advertising channels which have best advertising effects. Online advertising has immediate and carry-over effects. We constructed a comprehensive evaluation model of multi-channel online advertising effects which can evaluate not only immediate effect but also carry-over effect based on lag effect factors. Then, we conducted a restricted grid search and multiple linear regressions to estimate the immediate effect and carry-over effect of paid search ads, mobile phone message ads and e-mail ads based on user behavior data and transaction data of an e-commerce website. The results show that the immediate effect intensity of paid-search ads is the highest, the carry-o...
Thesis (Ph. D.)--Massachusetts Institute of Technology, Dept. of Economics, 2010.Cataloged from PDF ...
This study selects multiple indicators of Web Analytics to measure the volume and quality of traffic...
The purpose of this thesis is to examine how different forms of online advertising influence online ...
Digital technologies lead consumers to engage with companies online after they see TV ads, and firms...
The current marketing environment is characterized by a surge in multichannel shopping and increasin...
The rapid development of the Internet, mobile and social media has brought a large number of new onl...
Search advertising and display advertising are two major online advertising formats. Search advertis...
Advertisers are spending millions on Online Advertising in today?s time than TV, print ads and other...
Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for fi...
With the rapid advancement in the IT industry, many companies have made the Internet as part of thei...
Advertising has come a long way today. More and more new medium is being explored each day to make a...
The importance of a well-balanced cross-channel marketing strategy has increased over the past few y...
Cross-channel advertising has grown tremendously in recent years as a means to better reach consumer...
The article describes the factors affecting the effectiveness of network advertising, presents a pyr...
As advertising technologies continue to advance firms have adopted new strategies to more effectivel...
Thesis (Ph. D.)--Massachusetts Institute of Technology, Dept. of Economics, 2010.Cataloged from PDF ...
This study selects multiple indicators of Web Analytics to measure the volume and quality of traffic...
The purpose of this thesis is to examine how different forms of online advertising influence online ...
Digital technologies lead consumers to engage with companies online after they see TV ads, and firms...
The current marketing environment is characterized by a surge in multichannel shopping and increasin...
The rapid development of the Internet, mobile and social media has brought a large number of new onl...
Search advertising and display advertising are two major online advertising formats. Search advertis...
Advertisers are spending millions on Online Advertising in today?s time than TV, print ads and other...
Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for fi...
With the rapid advancement in the IT industry, many companies have made the Internet as part of thei...
Advertising has come a long way today. More and more new medium is being explored each day to make a...
The importance of a well-balanced cross-channel marketing strategy has increased over the past few y...
Cross-channel advertising has grown tremendously in recent years as a means to better reach consumer...
The article describes the factors affecting the effectiveness of network advertising, presents a pyr...
As advertising technologies continue to advance firms have adopted new strategies to more effectivel...
Thesis (Ph. D.)--Massachusetts Institute of Technology, Dept. of Economics, 2010.Cataloged from PDF ...
This study selects multiple indicators of Web Analytics to measure the volume and quality of traffic...
The purpose of this thesis is to examine how different forms of online advertising influence online ...