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Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
Oliver J. Rutz
Michael Trusov
Randolph E. Bucklin
Published in:
Mark. Sci. (2011)
Keyphrases
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search advertising
search engine
keywords
internet search engines
online advertising
user behavior
indirect effects
web search
event calculus
contextual advertising
high level
query processing
semantic information
situation calculus
direct marketing
display advertising
click prediction
data mining