| From generic to branded: A model of spillover in paid search advertising OJ Rutz, RE Bucklin Journal of Marketing Research 48 (1), 87-102, 2011 | 569 | 2011 |
| Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity S Srinivasan, OJ Rutz, K Pauwels Journal of the Academy of Marketing Science 44, 440-453, 2016 | 355 | 2016 |
| A dynamic model of the effect of online communications on firm sales GP Sonnier, L McAlister, OJ Rutz Marketing Science 30 (4), 702-716, 2011 | 320 | 2011 |
| Endogeneity and marketing strategy research: An overview OJ Rutz, GF Watson Journal of the Academy of Marketing Science 47, 479-498, 2019 | 236 | 2019 |
| A latent instrumental variables approach to modeling keyword conversion in paid search advertising OJ Rutz, RE Bucklin, GP Sonnier Journal of Marketing Research 49 (3), 306-319, 2012 | 223 | 2012 |
| Modeling indirect effects of paid search advertising: Which keywords lead to more future visits? OJ Rutz, M Trusov, RE Bucklin Marketing Science 30 (4), 646-665, 2011 | 185 | 2011 |
| Zooming in on paid search ads—A consumer-level model calibrated on aggregated data OJ Rutz, M Trusov Marketing Science 30 (5), 789-800, 2011 | 150 | 2011 |
| A model of individual keyword performance in paid search advertising OJ Rutz, RE Bucklin Available at SSRN 1024765, 2007 | 125 | 2007 |
| Measuring and forecasting mobile game app engagement O Rutz, A Aravindakshan, O Rubel International Journal of Research in Marketing 36 (2), 185-199, 2019 | 90 | 2019 |
| Does banner advertising affect browsing for brands? Clickstream choice model says yes, for some OJ Rutz, RE Bucklin Quantitative Marketing and Economics 10, 231-257, 2012 | 80 | 2012 |
| How online consumer segments differ in long-term marketing effectiveness K Reimer, OJ Rutz, K Pauwels Journal of Interactive Marketing 28 (4), 271-284, 2014 | 46 | 2014 |
| Managing blood donations with marketing A Aravindakshan, O Rubel, O Rutz Marketing Science 34 (2), 269-280, 2015 | 32 | 2015 |
| The evolution of internal market structure OJ Rutz, GP Sonnier Marketing Science 30 (2), 274-289, 2011 | 28 | 2011 |
| A new method to aid copy testing of paid search text advertisements OJ Rutz, GP Sonnier, M Trusov Journal of Marketing Research 54 (6), 885-900, 2017 | 27 | 2017 |
| Metrics for the new internet marketing communications mix RE Bucklin, OJ Rutz, M Trusov Review of marketing research, 175-192, 2017 | 18 | 2017 |
| Paid search advertising OJ Rutz, RE Bucklin Advanced database marketing, 229-245, 2016 | 18 | 2016 |
| Does Banner Advertising Affect Browsing Paths? Clickstream Model Says Yes, For Some OJ Rutz, RE Bucklin working paper, School of Management, Yale University, 2008 | 3 | 2008 |
| Enhanced sales forecasting model using textual search data: Fusing dynamics with big data A Borah, O Rutz International Journal of Research in Marketing, 2024 | 2 | 2024 |
| The Hierarchy of Effects (HOE) Meets Paid, Earned, and Owned (POE): How Do Internet Media Work with the Marketing Mix to Drive Sales for a consumer packaged good? K Pauwels, S Srinivasan, OJ Rutz, RE Bucklin under review at Journal of Marketing Research, 2012 | 2 | 2012 |
| Marketing Effectiveness in the Music Download Industry K Reimer, OJ Rutz, KH Pauwels Marketing Science Institute. Retrieved from http://www. msi. org/reports …, 2010 | 2 | 2010 |
