Do display ads influence search? Attribution and dynamics in online advertising

Pavel Kireyev, Koen Pauwels and Sunil Gupta

International Journal of Research in Marketing, 2016, vol. 33, issue 3, 475-490

Abstract: As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for synergy or dynamics. These issues can easily lead firms to overspend on some actions and thus waste money and/or underspend in others, leaving money on the table.

Keywords: Online advertising; Attribution; Dynamics; Marketing metrics; Vector error correction; Time series (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:3:p:475-490

DOI: 10.1016/j.ijresmar.2015.09.007

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