WordNet: a lexical database for English
Communications of the ACM
Dynamic Catalog Mailing Policies
Management Science
Show me the money!: deriving the pricing power of product features by mining consumer reviews
Proceedings of the 13th ACM SIGKDD international conference on Knowledge discovery and data mining
Shrinkage and model selection with correlated variables via weighted fusion
Computational Statistics & Data Analysis
Search Engine Advertising: Channel Substitution When Pricing Ads to Context
Management Science
A Dynamic Model of Sponsored Search Advertising
Marketing Science
A “Position Paradox” in Sponsored Search Auctions
Marketing Science
What's buzzing in the blizzard of buzz? Automotive component isolation in social media postings
Decision Support Systems
Electronic Commerce Research and Applications
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Many online shoppers initially acquired through paid search advertising later return to the same website directly. These so-called “direct type-in” visits can be an important indirect effect of paid search. Because visitors come to sites via different keywords and can vary in their propensity to make return visits, traffic at the keyword level is likely to be heterogeneous with respect to how much direct type-in visitation is generated. Estimating this indirect effect, especially at the keyword level, is difficult. First, standard paid search data are aggregated across consumers. Second, there are typically far more keywords than available observations. Third, data across keywords may be highly correlated. To address these issues, the authors propose a hierarchical Bayesian elastic net model that allows the textual attributes of keywords to be incorporated. The authors apply the model to a keyword-level data set from a major commercial website in the automotive industry. The results show a significant indirect effect of paid search that clearly differs across keywords. The estimated indirect effect is large enough that it could recover a substantial part of the cost of the paid search advertising. Results from textual attribute analysis suggest that branded and broader search terms are associated with higher levels of subsequent direct type-in visitation.