Creator | Title | Description | Subject | Date | ||
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Ramachandran, Vandana | Weekend effect in internet search advertising | This paper examines whether Internet search advertising exhibits a weekend effect, a substantial difference in the effectiveness of ad spending on weekends vs on weekdays. We employ a data set from a major hotel chain, consisting of daily spending on search ads for 13 months, across three search eng... | 2012-01-01 | |
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Ramachandran, Vandana | Clicks to conversion: the value of product information and price incentives | This study uses clickstream data obtained from a large online durable goods retailer to examine how different types of information - product-related and price-related information provided by retailers - impact purchase-related outcomes for consumers. Using mixture-modeling techniques to analyze late... | 2010-01-01 |