Oliver J. Rutz, Ph.D.
Affiliations: | 2007 | University of California, Los Angeles, Los Angeles, CA |
Area:
Marketing Business Administration, Mass CommunicationsGoogle:
"Oliver Rutz"Parents
Sign in to add mentor| Randolph E. Bucklin | grad student | 2007 | UCLA | |
| (Three essays on paid search advertising.) | ||||
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Publications
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| Rutz O, Aravindakshan A, Rubel O. (2019) Measuring and forecasting mobile game app engagement International Journal of Research in Marketing. 36: 185-199 |
| Rutz OJ, Sonnier GP. (2019) VANISH regularization for generalized linear models Qme-Quantitative Marketing and Economics. 17: 415-437 |
| Rutz OJ, Sonnier GP, Trusov M. (2017) A New Method to Aid Copy Testing of Paid Search Text Advertisements Journal of Marketing Research. 54: 885-900 |
| Aravindakshan A, Rubel O, Rutz O. (2015) Managing blood donations with marketing Marketing Science. 34: 269-280 |
| Srinivasan S, Rutz OJ, Pauwels K. (2015) Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity Journal of the Academy of Marketing Science |
| Reimer K, Rutz OJ, Pauwels K. (2014) How Online Consumer Segments Differ in Long-term Marketing Effectiveness Journal of Interactive Marketing. 28: 271-284 |
| Rutz OJ, Bucklin RE, Sonnier GP. (2012) A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising Journal of Marketing Research. 49: 306-319 |
| Rutz OJ, Bucklin RE. (2012) Does banner advertising affect browsing for brands? clickstream choice model says yes, for some Qme-Quantitative Marketing and Economics. 10: 231-257 |
| Rutz OJ, Bucklin RE. (2011) From Generic to Branded: A Model of Spillover in Paid Search Advertising Journal of Marketing Research. 48: 87-102 |
| Rutz OJ, Trusov M. (2011) Zooming In on Paid Search Ads---A Consumer-Level Model Calibrated on Aggregated Data Marketing Science. 30: 789-800 |