Oliver J. Rutz

Yale School of Management

135 Prospect Street

P.O. Box 208200

New Haven, CT 06520-8200

United States

SCHOLARLY PAPERS

2

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CROSSREF CITATIONS

23

Scholarly Papers (2)

1.

A Model of Individual Keyword Performance in Paid Search Advertising

Number of pages: 45 Posted: 27 Oct 2007
Oliver J. Rutz and Randolph E. Bucklin
Yale School of Management and UCLA Anderson School of Management
Downloads 1,700 (9,596)
Citation 24

Abstract:

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Internet, Advertising, Paid Search, Bayesian Methods

2.

From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising

Number of pages: 44 Posted: 26 Oct 2007 Last Revised: 19 Jun 2014
Oliver J. Rutz and Randolph E. Bucklin
Yale School of Management and UCLA Anderson School of Management
Downloads 1,046 (20,412)
Citation 17

Abstract:

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Internet, Advertising, Paid Search, Spillover, Goodwill, Nerlove-Arrow Model, Bayesian Dynamic Linear Model (DLM)