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Optimal Microtargeting of Advertising
16 references·0 citing·49 second hop
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References

  • 2001Discrete Choice Methods with Simulation7,780 cited
  • 2010A Control Function Approach to Endogeneity in Consumer Choice Models1,098 cited
  • 2015From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior1,006 cited
  • 1996The Value of Purchase History Data in Target Marketing754 cited
  • 2008Customer Channel Migration595 cited
  • 2003Understanding the Impact of Synergy in Multimedia Communications571 cited
  • 2013When Does Retargeting Work? Information Specificity in Online Advertising510 cited
  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments452 cited
  • 2013Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising296 cited
  • 2019A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook284 cited
  • 2013Targeted advertising and advertising avoidance273 cited
  • 1995Generalizing What Is Known About Temporal Aggregation and Advertising Carryover242 cited
  • 2005Planning Marketing-Mix Strategies in the Presence of Interaction Effects227 cited
  • 2009Brand Portfolio Strategy and Firm Performance214 cited
  • 2013

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Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign
185 cited
  • 1992An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly184 cited
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