Lookalike Targeting on Others' Journeys: Brand Versus Performance Marketing
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More about this item
Keywords
Digital advertising; Targeting; Algorithmic targeting; Lookalike targeting; Nonprofit marketing;All these keywords.
JEL classification:
- L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
NEP fields
This paper has been announced in the following NEP Reports:- NEP-ISF-2021-09-27 (Islamic Finance)
- NEP-MKT-2021-09-27 (Marketing)
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