publication . Doctoral thesis . 2014

Essays on Incentives and Measurement of Online Marketing Efforts

Berman, Ron;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: eScholarship, University of California
  • Country: United States
This dissertation contains three essays that examine different aspects of online marketing activities, the ability of marketers to measure the effectiveness of such activities, and the design of experiments to aid in this measurement.Chapter 2 examines the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. The results show that a positive level of search engine optimization may improve the search engine's ranking quality and thus the satisfaction of its visitors. In the absence of sponsored links, the organic ranking is improved by SEO if and only if the quality provided by a website is suf...
free text keywords: Marketing, Attribution, Experimentation, Online Advertising, SEO
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