The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework

Agarwal, 2011, Location, location, location: An analysis of profitability of position in online advertising markets, Journal of Marketing Research, 48, 1057, 10.1509/jmr.08.0468 Alba, 1997, Interactive home shopping: Consumer, retailer, and manufacturer incentive to participate in electronic marketplaces, Journal of Marketing, 61, 38, 10.2307/1251788 Anderl, 2015, Mapping the customer journey: A graph-based framework for attribution modeling Blake, 2015, Consumer heterogeneity and paid search effectiveness: A large-scale field experiment, Econometrica, 83, 155, 10.3982/ECTA12423 Blattberg, 2008 Bluefly Braun, 2013, Online display advertising: Modeling the effects of multiple creatives and individual impression histories, Marketing Science, 32, 753, 10.1287/mksc.2013.0802 Bronto Court, 2009, The consumer decision journey, The McKinsey Quarterly, 3, 96 Danaher, 2013, Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign, Journal of Marketing Research, 50, 517, 10.1509/jmr.12.0241 D'Astous, 2000, A study of the factors affecting consumer evaluations and memory of product placement in movies, Journal of Current Issues and Research in Advertising, 22, 31, 10.1080/10641734.2000.10505106 Dekimpe, 1999, Sustained spending and persistent response: A new look at long-term marketing profitability, Journal of Marketing Research, 36, 397, 10.2307/3151996 Dekimpe, 2000, Time-series models in marketing: Past, present and future, International Journal of Research in Marketing, 17, 183, 10.1016/S0167-8116(00)00014-8 Dekimpe, 2007, Advertising response models, 247 Demirci, 2014, “Conditions for owned, paid and earned media impact and synergy”, 101 Dickey, 1979, Distribution of the estimators for autoregressive time series with a unit root, Journal of the American Statistical Association, 74, 427, 10.2307/2286348 Econsultancy Frambach, 2007, The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process, Journal of Interactive Marketing, 21, 26, 10.1002/dir.20079 Franses, 2005, On the use of econometric models for policy simulation in marketing, Journal of Marketing Research, 42, 4, 10.1509/jmkr.42.1.4.56891 Gensler, 2012, Understanding consumers' multichannel choices across the different stages of the buying process, Marketing Letters, 23, 987, 10.1007/s11002-012-9199-9 Ghose, 2009, An empirical analysis of search engine advertising: Sponsored search in electronic markets, Management Science, 55, 1605, 10.1287/mnsc.1090.1054 Granger, 1969, Investigating causal relations by econometric models and cross-spectral methods, Econometrica, 37, 424, 10.2307/1912791 Hanssens, 2009 Hanssens, 2003, 12 IAB IAB Ilfield, 2002, Generating web site traffic: An empirical analysis of web site visitation behavior, Journal of Advertising Research, 42, 49 Johansen, 1991, Estimation and hypothesis testing of cointegration vectors in Gaussian vector autoregressive models, Econometrica, 59, 1551, 10.2307/2938278 Jordan, 2010, The multiple attribution problem in pay-per-conversion advertising, Lecture Notes in Computer Science, 6982, 31, 10.1007/978-3-642-24829-0_5 Kwiatkowski, 1992, Testing the null hypothesis of stationarity against the alternative of a unit root: How sure are we that economic time series have a unit root?, Journal of Econometrics, 54, 159, 10.1016/0304-4076(92)90104-Y Lambrecht, 2013, When does retargeting work? Information specificity in online advertising, Journal of Marketing Research, 50, 561, 10.1509/jmr.11.0503 Lecinski Leeflang, 2015 Lehmann, 2004, Metrics for making marketing matter, Journal of Marketing, 68, 73, 10.1509/jmkg.68.4.73.42727 Li, 2014, Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment, Journal of Marketing Research, 51, 40, 10.1509/jmr.13.0050 Litterman, 1983, A random walk, Markov model for the distribution of time series, Journal of Business & Economic Statistics, 1, 169 Lütkepohl, 2009 Manchanda, 2006, The effect of banner advertising on Internet purchasing, Journal of Marketing Research, 43, 98, 10.1509/jmkr.43.1.98 Manchanda, 2004, Response modeling with nonrandom marketing-mix variables, Journal of Marketing Research, 41, 467, 10.1509/jmkr.41.4.467.47005 Montaguti, 2015, “Can marketing campaigns induce multichannel buying and more profitable customers? A field experiment.” Naik, 2003, Understanding the impact of synergy in multimedia communications, Journal of Marketing Research, 40, 375, 10.1509/jmkr.40.4.375.19385 Nanji Nelson, 1970, Information and consumer behavior, Journal of Political Economy, 78, 311, 10.1086/259630 Pauwels, 2004, How dynamic consumer response, competitor response, company support, and company inertia shape long-term marketing effectiveness, Marketing Science, 23, 596, 10.1287/mksc.1040.0075 Pauwels, 2005, Modeling marketing dynamics by time series econometrics, Marketing Letters, 15, 167, 10.1007/s11002-005-0455-0 Pauwels, 2007, When do price thresholds matter in retail categories?, Marketing Science, 26, 83, 10.1287/mksc.1060.0207 Pauwels, 2013, Beyond likes and tweets: Marketing, social media content and store performance, 125 Pesaran, 1998, Structural analysis of cointegrating VARs, Journal of Economic Surveys, 12, 471, 10.1111/1467-6419.00065 Russell, 2002, Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude, Journal of Consumer Research, 29, 306, 10.1086/344432 Russell, 2005, A managerial investigation into the product placement industry, Journal of Advertising Research, 45, 73, 10.1017/S0021849905050038 Sarner, 2008, A checklist for evaluating an inbound and outbound multichannel campaign management application Sethuraman, 2011, How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities, Journal of Marketing Research, 48, 457, 10.1509/jmkr.48.3.457 Shankar, 2007, The growth of interactions and dialogs in interactive marketing, Journal of Interactive Marketing, 21, 2, 10.1002/dir.20080 Sims, 1980, Macroeconomics and reality, Econometrica, 48, 1, 10.2307/1912017 Skiera, 2013, PROSAD: A bidding decision support system for profit optimizing search engine advertising, Marketing Science, 32, 213, 10.1287/mksc.1120.0735 Srinivasan, 2015, Paths to and off purchase: Quantifying the impact of traditional marketing and online consumer activity, Journal of the Academy of Marketing Science, 1-14 Srinivasan, 2010, Mind-set metrics in market response models: An integrative approach, Journal of Marketing Research, 47, 672, 10.1509/jmkr.47.4.672 Tellis, 2006, Optimal data interval for estimating advertising response, Marketing Science, 25, 217, 10.1287/mksc.1050.0178 Trusov, 2009, Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site, Journal of Marketing, 73, 90, 10.1509/jmkg.73.5.90 Tutaj, 2012, Effects of online advertising format and persuasion knowledge on audience reactions, Journal of Marketing Communications, 18, 5, 10.1080/13527266.2011.620765 Verhoef, 2007, Multichannel customer management: Understanding the research-shopper phenomenon, International Journal of Research in Marketing, 24, 129, 10.1016/j.ijresmar.2006.11.002 Wiesel, 2011, Marketing's profit impact: Quantifying online and off-line funnel progression, Marketing Science, 30, 604, 10.1287/mksc.1100.0612 Wilson, 1996, A new look at anchoring effects: Basic anchoring and its antecedents, Journal of Experimental Psychology. General, 125, 387, 10.1037/0096-3445.125.4.387 Zellner, 1962, An efficient method of estimating seemingly unrelated regressions and tests for aggregation bias, Journal of the American Statistical Association, 57, 348, 10.1080/01621459.1962.10480664