Modeling the Clickstream : Implications for Web-Based Advertising Efforts

  title={Modeling the Clickstream : Implications for Web-Based Advertising Efforts},
  author={Patrali Chatterjee and Donna L. Hoffman and Thomas P. Novak and Owen},
Advertising revenues have become a critical element in the business plans of most commercial Web sites. Despite extensive research on advertising in traditional media, managers and researchers face considerable uncertainty about its role in the online environment. The benefits offered by the medium notwithstanding, the lack of models to measure and predict advertising performance is a major deterrent to acceptance of the Web by mainstream advertisers. Presently, existing media models based on… CONTINUE READING
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