Essays on Incentives and Measurement of Online Marketing Efforts

Doctoral thesis English OPEN
Berman, Ron;
  • Publisher: eScholarship, University of California
  • Subject: Marketing | Attribution | Experimentation | Online Advertising | SEO

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 sea... View more
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