Authors: Trusov, Michael Ma, Liye Zainab Jamal

Citation: Trusov, Michael et al., Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting, Marketing science , 35(3), 2016, pp. 405-426

Authors: Rutz, Oliver J. Trusov, Michael Bucklin, Randolph E.

Citation: J. Rutz, Oliver et al., Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?, Marketing science , 30(4), 2011, pp. 646-665

Authors: Rutz, Oliver J. Trusov, Michael

Citation: J. Rutz, Oliver et Trusov, Michael, Zooming In on Paid Search Ads.A Consumer-Level Model Calibrated on Aggregated Data, Marketing science , 30(5), 2011, pp. 789-800