Understanding the efficiency of keywords in search engine marketing - a comparison study using data envelopment analysis.
Pingjun JiangPublished in: Int. J. Electron. Bus. (2018)
Keyphrases
- data envelopment analysis
- search engine marketing
- dea model
- dea models
- multiple objective programming
- keywords
- decision making units
- input output
- efficient frontier
- search engine optimization
- linear programming
- long tail
- multi criteria
- statistical tests
- marketing strategies
- search engine
- online advertising
- decision making
- online marketing
- data mining