Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data

Vol. LI (June 2014), 300–319 *Ye Hu is Associate Professor of Marketing (e-mail: [email protected]), Rex Yuxing Du is Hurley Associate Professor of Marketing (e-mail: rexdu@ bauer.uh.edu), and Sina Damangir is a doctoral student (e-mail: sdamangir@ uh.edu), C.T. Bauer College of Business, University of Houston. The authors thank three anonymous JMR reviewers for their numerous inputs in improving the original manuscript. They also thank Ed Blair, Betsy Gelb, Jackie Kacen, Carl Mela, and participants at the 2012 Marketing Science Conference for helpful comments and suggestions. Fred Feinberg served as associate editor for this article. YE HU, REX YUXING DU, and SINA DAMANGIR*