Oliver Rutz
Oliver Rutz
Assistant Professor of Marketing, Foster School of Business, University of Washington
Bestätigte E-Mail-Adresse bei
Zitiert von
Zitiert von
From generic to branded: A model of spillover in paid search advertising
OJ Rutz, RE Bucklin
Journal of Marketing Research 48 (1), 87-102, 2011
A dynamic model of the effect of online communications on firm sales
GP Sonnier, L McAlister, OJ Rutz
Marketing Science 30 (4), 702-716, 2011
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
S Srinivasan, OJ Rutz, K Pauwels
Journal of the Academy of Marketing Science 44 (4), 440-453, 2016
A latent instrumental variables approach to modeling keyword conversion in paid search advertising
OJ Rutz, RE Bucklin, GP Sonnier
Journal of Marketing Research 49 (3), 306-319, 2012
Modeling indirect effects of paid search advertising: Which keywords lead to more future visits?
OJ Rutz, M Trusov, RE Bucklin
Marketing Science 30 (4), 646-665, 2011
Zooming in on paid search ads—A consumer-level model calibrated on aggregated data
OJ Rutz, M Trusov
Marketing Science 30 (5), 789-800, 2011
A model of individual keyword performance in paid search advertising
OJ Rutz, RE Bucklin
Available at SSRN 1024765, 2007
Endogeneity and marketing strategy research: An overview
OJ Rutz, GF Watson
Journal of the Academy of Marketing Science 47 (3), 479-498, 2019
Does banner advertising affect browsing for brands? clickstream choice model says yes, for some
OJ Rutz, RE Bucklin
Quantitative Marketing and Economics 10 (2), 231-257, 2012
Measuring and forecasting mobile game app engagement
O Rutz, A Aravindakshan, O Rubel
International Journal of Research in Marketing 36 (2), 185-199, 2019
How online consumer segments differ in long-term marketing effectiveness
K Reimer, OJ Rutz, K Pauwels
Journal of Interactive Marketing 28 (4), 271-284, 2014
The evolution of internal market structure
OJ Rutz, GP Sonnier
Marketing Science 30 (2), 274-289, 2011
Managing blood donations with marketing
A Aravindakshan, O Rubel, O Rutz
Marketing Science 34 (2), 269-280, 2015
Paid search advertising
OJ Rutz, RE Bucklin
Advanced database marketing, 251-268, 2016
A new method to aid copy testing of paid search text advertisements
OJ Rutz, GP Sonnier, M Trusov
Journal of Marketing Research 54 (6), 885-900, 2017
Metrics for the new internet marketing communications mix
RE Bucklin, OJ Rutz, M Trusov
Review of marketing research, 175-192, 2017
The Hierarchy of Effects (HOE) Meets Paid, Earned, and Owned (POE): How Do Internet Media Work with the Marketing Mix to Drive Sales for a consumer packaged good?
K Pouwels, S Srinivasan, OJ Rutz, RE Bucklin
under review at Journal of Marketing Research, 2012
Marketing Effectiveness in the Music Download Industry
K Reimer, OJ Rutz, KH Pauwels
Marketing Science Institute. Retrieved from http://www. msi. org/reports …, 2010
Does Banner Advertising Affect Browsing Paths? Clickstream Model Says Yes, For Some
OJ Rutz, RE Bucklin
working paper, School of Management, Yale University, 2008
VANISH regularization for generalized linear models
OJ Rutz, GP Sonnier
Quantitative Marketing and Economics 17 (4), 415-437, 2019
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