Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data
Abstract
Unlike sales data, data on intermediate stages of the purchase funnel (e.g., how many consumers have searched for information about a product before purchase) are much more difficult to acquire. Consequently, most advertising response models have focused directly on sales and ignored other purchase funnel activities. The authors demonstrate, in the context of the U.S. automotive market, how consumer online search volume data from Google Trends...
Paper Details
Title
Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data
Published Date
Jun 1, 2014
Volume
51
Issue
3
Pages
300 - 319
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