{"id":2528,"date":"2013-04-18T08:58:38","date_gmt":"2013-04-18T08:58:38","guid":{"rendered":"https:\/\/mm-lab.jp\/?p=2528"},"modified":"2019-12-24T03:20:46","modified_gmt":"2019-12-24T03:20:46","slug":"%e3%82%a2%e3%83%88%e3%83%aa%e3%83%93%e3%83%a5%e3%83%bc%e3%82%b7%e3%83%a7%e3%83%b3%e3%81%ae%e6%9c%ac%e8%b3%aa%e3%81%af%e5%88%86%e6%9e%90%e3%81%a7%e3%81%af%e3%81%aa%e3%81%8f%e3%80%81%e3%83%9e%e3%83%8d","status":"publish","type":"post","link":"https:\/\/mm-lab.jp\/article\/957\/","title":{"rendered":"\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u672c\u8cea\u306f\u5206\u6790\u3067\u306f\u306a\u304f\u3001\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u3060\uff01\uff0d\u76f8\u95a2\u7de8\uff0d"},"content":{"rendered":"<div>\n<div class=\"clearfix\">\n<p 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\/>\n\u305f\u3060\u305d\u306e\u7d50\u679c\u3001\u30c7\u30fc\u30bf\u3092\u8a08\u6e2c\u3057\u3001\u5b9f\u969b\u306b\u5206\u6790\u3057\u3001\u30ec\u30dd\u30fc\u30c8\u307e\u3067\u4f5c\u3063\u3066\u300c\u5e83\u544a\u6bce\u306e\u9593\u63a5\u7684\u8ca2\u732e\u5ea6\u3092\u8a8d\u8b58\u3067\u304d\u305f\u300d\u3068\u3044\u3046\u3060\u3051\u3067\u7d42\u308f\u3063\u3066\u3057\u307e\u3044\u3001\u809d\u5fc3\u306a\u5e83\u544a\u8cbb\u306e\u30a2\u30ed\u30b1\u30fc\u30b7\u30e7\u30f3\uff08\u6700\u9069\u5206\u914d\uff09\u306f\u3069\u3046\u3057\u305f\u3089\u3044\u3044\u306e\u3060\u308d\u3046\uff1f\u3068\u3044\u3046\u7d4c\u9a13\u3092\u3055\u308c\u305f\u65b9\u306f\u3044\u307e\u305b\u3093\u304b\uff1f<br 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\/>\n\u3054\u8208\u5473\u304a\u3042\u308a\u306e\u65b9\u306f\u3001\u662f\u975e\u304a\u554f\u3044\u5408\u308f\u305b\u304f\u3060\u3055\u3044\u3002<\/div>\n<div class=\"padB30\">\n<h4>\u5206\u6790\u30c7\u30fc\u30bf\u304b\u3089\u76f8\u95a2\u95a2\u4fc2\u3092\u898b\u51fa\u3059<\/h4>\n<div 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class=\"padB50\">\n<h4>\u308f\u304b\u308a\u3084\u3059\u3044\u76f8\u95a2\u306e\u8a71<\/h4>\n<p>\u4f8b\u3048\u3070\u3001\u7d71\u8a08\u7684\u306b\u898b\u308b\u3068\u8eab\u9577\u3068\u82f1\u8a9e\u529b\u306b\u306f\u660e\u3089\u304b\u306b\u76f8\u95a2\u95a2\u4fc2\u304c\u3042\u308a\u307e\u3059\u3002<br \/>\n\u8eab\u9577\u304c\u9ad8\u3044\u4eba\u306f\u82f1\u8a9e\u529b\u304c\u9ad8\u3044\u3067\u3059\u3057\u3001\u8eab\u9577\u304c\u4f4e\u3044\u4eba\u306f\u82f1\u8a9e\u529b\u304c\u4f4e\u3044\u306e\u3067\u3059\u3002<\/p>\n<div class=\"alignC img\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-3779\" src=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_01.gif\" alt=\"\" width=\"511\" height=\"268\" \/><\/div>\n<p>\u3057\u304b\u3057\u3001\u8eab\u9577\u3068\u82f1\u8a9e\u529b\u306e\u95a2\u4fc2\u306f\u3001\u76f8\u95a2\u95a2\u4fc2\u3067\u3042\u3063\u3066\u3082\u56e0\u679c\u95a2\u4fc2\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002<br \/>\n\u82f1\u8a9e\u529b\u3092\u4e0a\u3052\u308b\u3010\u305f\u3081\u306b\u3011\u6210\u9577\u30db\u30eb\u30e2\u30f3\u3092\u6253\u3063\u3066\u3082\u7121\u610f\u5473\u3067\u3059\u3057\u3001\u8eab\u9577\u3092\u4f38\u3070\u3059\u3010\u305f\u3081\u306b\u3011\u82f1\u8a9e\u3092\u5b66\u3093\u3067\u3082\u7121\u610f\u5473\u3067\u3059\u3002<br \/>\n\u8eab\u9577\u304c\u9ad8\u3044\u3010\u304b\u3089\u3011\u5b66\u529b\u304c\u9ad8\u3044\u308f\u3051\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3057\u3001\u5b66\u529b\u304c\u9ad8\u3044\u3010\u304b\u3089\u3011\u8eab\u9577\u304c\u9ad8\u3044\u308f\u3051\u3067\u3082\u306a\u3044\u304b\u3089\u3067\u3059\u3002\u8eab\u9577\u3068\u82f1\u8a9e\u529b\u306b\u76f8\u95a2\u95a2\u4fc2\u304c\u3042\u308b\u306e\u306f\u3001\u300c\u5e74\u9f62\u3068\u8eab\u9577\u300d\u3001\u300c\u5e74\u9f62\u3068\u82f1\u8a9e\u529b\u300d\u306b\u305d\u308c\u305e\u308c\u56e0\u679c\u95a2\u4fc2\u304c\u3042\u308b\u304b\u3089\u3067\u3059\u3002<\/p>\n<p>\u203b\u5b9f\u969b\u306b\u8abf\u3079\u3066\u307f\u308b\u3068\u3001\u5927\u5b66\u751f\u306eTOEIC\u30b9\u30b3\u30a2\u5e73\u5747\u3088\u308a\u3001\u5c0f\u5b66\u751f\u306e\u30b9\u30b3\u30a2\u5e73\u5747\u306e\u65b9\u304c\u9ad8\u304b\u3063\u305f\u3067\u3059\uff08\u7b11\uff09\u305f\u3060\u3001\u53d7\u8b1b\u4eba\u6570\u304c1000\u500d\u4ee5\u4e0a\u9055\u3046\u306e\u3067\u3001\u4e00\u822c\u7684\u306b\u306f\u4e0a\u8a18\u306e\u7406\u8ad6\u306f\u5f53\u3066\u306f\u307e\u308b\u3068\u601d\u3044\u307e\u3059\u3002<br \/>\n\u3053\u308c\u3092WEB\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306b\u7f6e\u304d\u63db\u3048\u308b\u3068\u3001\u3042\u308a\u304c\u3061\u306a\u540c\u69d8\u306e\u9593\u9055\u3044\u3092\u72af\u3057\u3066\u3044\u308b\u53ef\u80fd\u6027\u304c\u3042\u308b\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002<\/p>\n<p>\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u3068\u3044\u3046\u8a00\u8449\u304c\u7d39\u4ecb\u3055\u308c\u3066\u3044\u308b\u8a18\u4e8b\u3084\u672c\u306a\u3069\u3067\u306f\u3088\u304f\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u30d1\u30b9\u30fb\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u30d5\u30ed\u30fc\u306a\u308b\u3082\u306e\u3092\u76ee\u306b\u3057\u305f\u3053\u3068\u304c\u3042\u308b\u3068\u601d\u3044\u307e\u3059\u3002<\/p>\n<div class=\"clearfix\">\n<div class=\"left padB20\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-3780\" src=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_02.gif\" alt=\"\" width=\"336\" height=\"376\" \/><\/div>\n<div class=\"right\">\n<p>\u521d\u56de\u63a5\u89e6\u304cView\u3067\u3001\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u306fSearch\u3002\u3053\u308c\u3063\u3066\u4eca\u307e\u3067\u898b\u3048\u3066\u3044\u306a\u304b\u3063\u305f\u3051\u3069\u3001View\u3063\u3066\u52b9\u679c\u7684\uff01\u3068\u6c7a\u3081\u3066\u3057\u307e\u3046\u306e\u306f\u3001\u3069\u3053\u304b\u300c\u8eab\u9577\u3068\u82f1\u8a9e\u529b\u300d\u306e\u8a71\u306b\u4f3c\u3066\u3044\u307e\u305b\u3093\u304b\uff1f<\/p>\n<p>\u3084\u3084\u6975\u7aef\u3067\u3059\u304c\u3001CV\u30d5\u30ed\u30fc\u304b\u3089\u8aad\u307f\u53d6\u308c\u308b\u30c7\u30fc\u30bf\u3092\u8a00\u3044\u63db\u3048\u308b\u3068\u300c\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u3092\u51fa\u7a3f\u3057\u306a\u3044\u3053\u3068\u306b\u3088\u3063\u3066\u7d049\u5272\u306eCV\u306f\u767a\u751f\u3057\u306a\u304f\u306a\u308b\u300d\u3063\u3066\u3001\u305d\u308c\u306f\u672c\u5f53\u306b\u672c\u5f53\u306b\u672c\u5f53\uff1f\u306a\u3093\u3068\u306a\u304f\u3001\u7686\u3055\u3093\u3082\u3053\u306e\u300c\u30e2\u30e4\u30e2\u30e4\u300d\u306b\u3064\u3044\u3066\u306f\u5171\u611f\u9802\u3051\u308b\u3093\u3058\u3083\u306a\u3044\u304b\u3068\u601d\u3063\u3066\u3044\u307e\u3059\u3002<\/p>\n<p>\u3044\u308f\u3086\u308bView\uff08\u5e83\u544a\u304c\u8868\u793a\u3055\u308c\u3066\u3001\u305d\u308c\u3092\u898b\u305f\uff09\u306f\u3001WEB\u4e0a\u3092\u56de\u904a\u3057\u3066\u3044\u308c\u3070\u81ea\u7136\u306b\u304a\u3053\u308a\u307e\u3059\u3002\u30b5\u30fc\u30c1\u306f\u81ea\u7136\u691c\u7d22\u30fbPPC\u542b\u3081\u3001\u5c11\u306a\u304f\u3068\u3082\u30e6\u30fc\u30b6\u30fc\u304c\u80fd\u52d5\u7684\u306b\u691c\u7d22\u884c\u52d5\u3092\u8d77\u3053\u3059\u5fc5\u8981\u304c\u3042\u308a\u307e\u3059\u3002<br \/>\n\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u306e\u30af\u30ea\u30c3\u30af\u3082\u540c\u69d8\u306b\u3001\u30e6\u30fc\u30b6\u30fc\u306e\u80fd\u52d5\u7684\u884c\u52d5\u304b\u3089\u751f\u307e\u308c\u307e\u3059\u3002<\/p>\n<\/div>\n<\/div>\n<p>\u300c\u3058\u3083\u3001View\u3063\u3066\u52b9\u679c\u304c\u3042\u308b\u3088\u3046\u306b\u898b\u3048\u3066\u5f53\u305f\u308a\u524d\u3060\u3088\u306d\uff01\u672c\u5f53\u306f\u52b9\u679c\u7121\u3044\u306e\u306b\u3002\u300d\u3068\u3044\u3046\u3053\u3068\u3092\u8a00\u3044\u305f\u3044\u308f\u3051\u3067\u306f\u6c7a\u3057\u3066\u306a\u304f\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3068\u30b5\u30fc\u30c1\u3068CV\u306e\u76f8\u95a2\u95a2\u4fc2\u306f\u9593\u9055\u3044\u306a\u304f\u3042\u308b\u3093\u3067\u3059\u304c\u3001\u305d\u308c\u3060\u3051\u3067\u306f\u4e0d\u5341\u5206\u3067\u3001<strong>\u305d\u308c\u3089\u306e\u56e0\u679c\u95a2\u4fc2\u3092\u8a3c\u660e\u3067\u304d\u308c\u3070\u3001\u3069\u306e\u65bd\u7b56\u3078\u3001\u3069\u308c\u304f\u3089\u3044\u6295\u8cc7\u3059\u308c\u3070\u3044\u3044\u306e\u304b\uff1f<\/strong>\u3092\u898b\u76f4\u3059\u3053\u3068\u304c\u3067\u304d\u308b\u3002\u3068\u3044\u3046\u3053\u3068\u306a\u306e\u3067\u3059\u3002<\/p>\n<p>\u3068\u306f\u3044\u3063\u3066\u3082\u3001\u56fd\u5185\u3067\u3082\u305d\u3053\u307e\u3067\u7dfb\u5bc6\u306b\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30de\u30cd\u30fc\u30b8\u30e1\u30f3\u30c8\u3092\u5b9f\u65bd\u3057\u305f\u4e8b\u4f8b\u306f\u3001\u307b\u3068\u3093\u3069\u516c\u958b\u3055\u308c\u3066\u3044\u307e\u305b\u3093\u3002<br \/>\n\u3057\u304b\u3057\u30cf\u30fc\u30d0\u30fc\u30c9\u5927\u5b66 \u7d4c\u55b6\u5927\u5b66\u9662\u306e\u8ad6\u6587\u300cDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u300d\u3067\u5177\u4f53\u7684\u306a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u306e\u3067\u3001\u3053\u3053\u3067\u89e3\u8aac\u3057\u3066\u3044\u304d\u307e\u3059\u3002<\/p>\n<div class=\"articlebox03\">\n<p class=\"strong\">\u51fa\u5178:\u201dDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u201d<\/p>\n<p>\u203b\u8ad6\u6587\u306e\u5f15\u7528\u306b\u95a2\u3057\u3066\u306f\u3001\u672c\u30d6\u30ed\u30b0\u3067\u306e\u8a18\u4e8b\u306b\u5bfe\u3057\u3066\u8a31\u8afe\u3092\u3044\u305f\u3060\u3044\u3066\u304a\u308a\u307e\u3059\u3002<\/p>\n<\/div>\n<\/div>\n<div class=\"padB30\">\n<h4>\u5e83\u544a\u8a55\u4fa1\u306e\u5909\u5316\u3068\u30b8\u30ec\u30f3\u30de<\/h4>\n<p>\u672c\u8ad6\u6587\u306f\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u76f8\u95a2\u95a2\u4fc2\u306e\u8abf\u67fb\u30e2\u30c7\u30eb\u3092\u958b\u767a\u3059\u308b\u305f\u3081\u3001\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u5e83\u544a\u3092\u4f7f\u3063\u3066\u65b0\u898f\u53e3\u5ea7\u958b\u8a2d\u9867\u5ba2\u3092\u7372\u5f97\u3057\u3066\u3044\u308b\u3042\u308b\u5927\u624b\u9280\u884c\u306e\u30c7\u30fc\u30bf\u3092\u4f7f\u3063\u3066\u691c\u8a3c\u3057\u305f\u3068\u306e\u3053\u3068\u3002\u306f\u3058\u3081\u306b\u5e83\u544a\u306e\u5f93\u6765\u578b\u306e\u8a55\u4fa1\u65b9\u6cd5\u306b\u5bfe\u3057\u3066\u3001\u6b21\u306e\u3088\u3046\u306b\u554f\u984c\u63d0\u8d77\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>The introduction of online metrics such as click through rate (CTR) and cost per acquisition (CPA) by Google and other online advertisers has made it easy for marketing managers to justify their online ad spend in comparison to the budgets used for television and other media. However, these metrics suffer from the fundamental problem of attribution, since they give credit to the last click and ignore the impact of other ad formats that may have helped a consumer move down the conversion funnel. Consider, for example, a consumer searching online for a bank to open a new checking account. During this search, the consumer sees a paid search ad for a particular bank, clicks on it, and converts, recalling that she saw display ads of the same bank a few weeks earlier. How should search and display ads be credited for the conversion, and to what extent?<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>Google\u306a\u3069\u304c\u63d0\u5531\u3059\u308bCTR\u3084CPA\u3068\u8a00\u3063\u305f\u30cd\u30c3\u30c8\u5e83\u544a\u306e\u52b9\u679c\u6e2c\u5b9a\u6307\u6a19\u306f\u3001\u30de\u30fc\u30b1\u30c3\u30bf\u30fc\u304cTV\u5e83\u544a\u3084\u4ed6\u30e1\u30c7\u30a4\u30a2\u3068\u6bd4\u8f03\u3057\u3066\u30cd\u30c3\u30c8\u5e83\u544a\u306b\u4e88\u7b97\u914d\u5206\u3059\u308b\u3053\u3068\u3092\u6b63\u5f53\u5316\u3057\u3084\u3059\u3044\u3002<br \/>\n\u3057\u304b\u3057\u3001\u3053\u308c\u3089\u306e\u52b9\u679c\u6e2c\u5b9a\u6307\u6a19\u306b\u306f\u57fa\u672c\u7684\u306a\u554f\u984c\u304c\u3042\u308b\u3002\u3068\u8a00\u3046\u306e\u306f\u3001\u3053\u308c\u3089\u306e\u6307\u6a19\u304c\u30e9\u30b9\u30c8\u30af\u30ea\u30c3\u30af\u306e\u307f\u3092\u8a55\u4fa1\u3057\u3001\u6d88\u8cbb\u8005\u306e\u614b\u5ea6\u5909\u5bb9\u3092\u3082\u305f\u3089\u3057\u305f\u304b\u3082\u77e5\u308c\u306a\u3044\u3042\u3089\u3086\u308b\u5e83\u544a\u306e\u52b9\u679c\u3092\u7121\u8996\u3057\u3066\u3044\u308b\u70b9\u3067\u3042\u308b\u3002<br \/>\n\u4f8b\u3048\u3070\u3001\u6d88\u8cbb\u8005\u304c\u65b0\u3057\u3044\u9280\u884c\u53e3\u5ea7\u3092\u63a2\u3057\u3066\u3044\u308b\u3068\u3057\u3088\u3046\u3002\u6d88\u8cbb\u8005\u306f\u3042\u308b\u9280\u884c\u306e\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3092\u30af\u30ea\u30c3\u30af\u3057\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u3057\u305f\u3002\u5f7c\u5973\u306f\u3053\u306e\u9280\u884c\u306e\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3092\u6570\u9031\u9593\u524d\u306b\u898b\u3066\u3044\u305f\u3002\u3053\u3046\u3057\u305f\u5834\u5408\u306b\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306f\u3069\u306e\u3088\u3046\u306b\u8a55\u4fa1\u3055\u308c\u308b\u3079\u304d\u3067\u3042\u308d\u3046\u304b\uff1f<\/p>\n<\/div>\n<\/div>\n<p>\u3053\u3053\u307e\u3067\u306f\u5f93\u6765\u3082\u63d0\u5531\u3055\u308c\u3066\u304d\u3066\u3044\u307e\u3059\u304c\u3001\u305d\u306e\u5f8c\u3001\u6b21\u306e\u3088\u3046\u306b\u7d9a\u3051\u3066\u3044\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>Most managers recognize the attribution problem, and intuitively believe that display<br \/>\nand search ads interact to influence consumers. Recently, analytical firms and ad agencies have started addressing this problem, but most of their solutions tend to be ad\u2010hoc. For example, some industry models give equal weight or credit to all ad exposures received by a consumer in, say, a two week period; others give more weight to recent ad exposures and exponentially lower weight to past ads.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u591a\u304f\u306e\u30de\u30fc\u30b1\u30c3\u30bf\u30fc\u306f\u5f93\u6765\u306e\u5e83\u544a\u8a55\u4fa1\u306b\u3064\u3044\u3066\u554f\u984c\u610f\u8b58\u3092\u6301\u3063\u3066\u304a\u308a\u3001\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u306b\u95a2\u3057\u3066\u8208\u5473\u3092\u6301\u3063\u3066\u3044\u308b\u3002\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3068\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306f\u76f8\u4e92\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u3066\u3044\u308b\u3053\u3068\u3092\u78ba\u4fe1\u3057\u3066\u3044\u308b\u306e\u3060\u3002\u6700\u8fd1\u3067\u306f\u3001\u30c4\u30fc\u30eb\u30d9\u30f3\u30c0\u30fc\u3084\u5e83\u544a\u4ee3\u7406\u5e97\u304c\u3053\u306e\u554f\u984c\u306e\u89e3\u6c7a\u306b\u5411\u3051\u3066\u52d5\u3044\u3066\u3044\u308b\u304c\u3001<em>\u5f7c\u3089\u306e\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u306b\u306f\u5c40\u6240\u7684\u3067\u3042\u308b\u3053\u3068\u304c\u591a\u3044\u3002<\/em>\u4f8b\u3048\u3070\u3001<em>\u3042\u308b\u30e2\u30c7\u30eb\u3067\u306f\u3001\u6d88\u8cbb\u8005\u304c\u63a5\u89e6\u3057\u305f\u5168\u3066\u306e\u5e83\u544a\u3092\u540c\u3058\u3088\u3046\u306b\u8a55\u4fa1\u3057\u305f\u308a\u3001\u3042\u308b\u3044\u306f\u3001\u76f4\u524d\u306b\u63a5\u89e6\u3057\u305f\u5e83\u544a\u306b\u6975\u7aef\u306b\u91cd\u307f\u3092\u4ed8\u3051\u3066\u8a55\u4fa1\u3057\u3066\u3044\u305f\u308a\u3059\u308b\u3002<\/em><\/p>\n<\/div>\n<\/div>\n<p>\u78ba\u304b\u306b\u3001\u5f93\u6765\u3068\u6bd4\u3079\u4f55\u767e\u30fb\u4f55\u5343\u500d\u306e\u30c7\u30fc\u30bf\u3092\u5206\u6790\u3059\u308b\u308f\u3051\u3067\u3059\u304b\u3089\u3001\u4eca\u307e\u3067\u4ee5\u4e0a\u306b\u8907\u96d1\u5316\u3057\u8003\u616e\u3059\u308b\u30c7\u30fc\u30bf\u304c\u591a\u304f\u306a\u3063\u305f\u308a\u3001\u51e6\u7406\u81ea\u4f53\u306b\u6642\u9593\u304c\u304b\u304b\u3063\u305f\u308a\u3068\u3001\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u306e\u5168\u4f53\u4fef\u77b0\u306f\u3057\u304d\u308c\u3066\u3044\u306a\u3044\u3068\u8a00\u3048\u307e\u3059\u3002<br \/>\n\u7c21\u5358\u306b\u8a00\u3048\u3070\u3001\u307e\u3060\u307e\u3060\u624b\u63a2\u308a\u306e\u72b6\u614b\u306a\u308f\u3051\u3067\u3059\u3002\u305f\u3060\u3001\u5206\u6790\u3059\u308b\u4ee5\u4e0a\u306f\u305d\u308c\u304c\u65ad\u7247\u7684\u3067\u3042\u3063\u305f\u3068\u3057\u3066\u3082\u3001\u4f55\u304b\u3057\u3089\u306e\u7d50\u8ad6\u306f\u6c42\u3081\u3089\u308c\u307e\u3059\u306e\u3067\u524d\u8ff0\u306e\u3088\u3046\u306a\u9650\u5b9a\u7684\u306a\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u306b\u306a\u308a\u304c\u3061\u306a\u306e\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\uff1f<\/p>\n<p>\u300c\u6b8b\u5ff5\u306a\u304c\u3089\u3001\u7279\u6027\u306e\u7570\u306a\u308b\u5e83\u544a\u304c\u3001\u3069\u306e\u3088\u3046\u306b\u6d88\u8cbb\u8005\u306b\u5bc4\u4e0e\u3057\u305f\u304b\uff1f\u3068\u3044\u3046\u70b9\u306b\u3064\u3044\u3066\u306f\u307e\u3060\u3088\u304f\u5206\u304b\u3063\u3066\u3044\u306a\u3044\u3002\u300d\u3068\u3057\u305f\u3046\u3048\u3067\u3001\u3053\u306e\u7814\u7a76\u306b\u304a\u3044\u3066\u306f\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u76f8\u95a2\u95a2\u4fc2\u3092\u898b\u51fa\u3059\u305f\u3081\u306b\u3001\u6b21\u306e\u70b9\u306b\u5c3d\u529b\u3057\u305f\u3068\u8ff0\u3079\u3066\u3044\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>01 : Do display ads influence paid search and vice versa?<\/p>\n<p>02 : If so, how large are these effects and what dynamic patterns do they follow?<\/p>\n<p>03 : What are the implications for online marketing metrics and optimal budget allocation?<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>01 :\u00a0<em>\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306f\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306b\u3069\u3046\u5f71\u97ff\u3092\u4e0e\u3048\u308b\u304b\u3001\u3042\u308b\u3044\u306f\u305d\u306e\u9006\u306f\uff1f<\/em><br \/>\n02 :\u00a0<em>\u3082\u3057\u5f71\u97ff\u304c\u3042\u308b\u3068\u3059\u308c\u3070\u3001\u305d\u308c\u306f\u3069\u306e\u7a0b\u5ea6\u304b\uff1f\u307e\u305f\u3069\u306e\u3088\u3046\u306a\u6cd5\u5247\u304c\u3042\u308b\u306e\u304b\uff1f<\/em><br \/>\n03 :\u00a0<em>\u52b9\u679c\u6e2c\u5b9a\u306f\u3069\u306e\u3088\u3046\u306b\u8003\u3048\u308b\u3079\u304d\u304b\uff1f\u6700\u9069\u306a\u4e88\u7b97\u914d\u5206\u306f\uff1f<\/em><\/p>\n<\/div>\n<\/div>\n<p>\u56fd\u5185\u3067\u5b9f\u65bd\u3055\u308c\u3066\u3044\u308b\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u306e\u307b\u3068\u3093\u3069\u306f01\uff5e02\u3067\u7d42\u308f\u3063\u3066\u3057\u307e\u3063\u3066\u3044\u308b\u306e\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\uff1f<br \/>\n\u305d\u308c\u306f\u53d6\u308a\u7d44\u307f\u3078\u306e\u7406\u89e3\u3001\u4ee3\u7406\u5e97\u9593\u306e\u30b3\u30b9\u30c8\u958b\u793a\u306e\u554f\u984c\u306a\u3069\u304c\u3042\u308a\u307e\u3059\u304c\u3001\u56fd\u5185\u306b\u9650\u3063\u305f\u6839\u672c\u306e\u554f\u984c\u306f\u3001\u73fe\u5728\u306e\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u8ca2\u732e\u5ea6\u7b97\u51fa\u30e2\u30c7\u30eb\u306b\u5bfe\u3057\u61d0\u7591\u7684\u3067\u3042\u308a\u3001\u672c\u5f53\u306b\u305d\u308c\u3067\u30a2\u30ed\u30b1\u30fc\u30b7\u30e7\u30f3\u304c\u6210\u7acb\u3059\u308b\u306e\u304b\uff1f\u3068\u3044\u3046\u70b9\u306b\u3042\u308b\u3068\u601d\u3044\u307e\u3059\u3002\u672c\u7814\u7a76\u3067\u306f\u305d\u306e\u70b9\u306e\u624b\u6cd5\u306b\u3064\u3044\u3066\u3082\u89e6\u308c\u3066\u304a\u308a\u3001\u305d\u308c\u306f\u5f8c\u307b\u3069\u3054\u8aac\u660e\u81f4\u3057\u307e\u3059\u3002<\/p>\n<\/div>\n<div class=\"padB30\">\n<h4>\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u4e8b\u4f8b<\/h4>\n<p>\u3053\u3053\u304b\u3089\u306f\u65e5\u672c\u56fd\u5185\u3067\u306f\u3042\u307e\u308a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u306a\u3044\u3088\u3046\u306a\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u304c\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u306b\u5e83\u544a\u306b\u3001\u3069\u308c\u3060\u3051\u306e\u5f71\u97ff\u3092\u4e0e\u3048\u3066\u3044\u308b\u304b\uff1f\u3068\u3044\u3046\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u306e\u7d50\u679c\u3092\u3001\u5177\u4f53\u7684\u306a\u6570\u5024\u3067\u5831\u544a\u3057\u3066\u3044\u307e\u3059\u3002\uff08\u4e00\u90e8\u5272\u611b\uff09<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>Papadimitrou et al (2012) conduct a field experiment to explore the impact of display exposure on search queries. They find that exposure to a display ad increases the number of relevant search queries submitted by 5%\u201025%.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u30d1\u30e9\u30c7\u30a3\u30df\u30c8\u30ed\u30a6\u306f\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30b5\u30fc\u30c1\u30af\u30a8\u30ea\u306b\u5bfe\u3059\u308b\u5f71\u97ff\u3092\u8abf\u67fb\u3057\u305f\u3002<em>\u5f7c\u3089\u306f\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306b\u3088\u3063\u30665\uff5e25%\u7a0b\u5ea6\u3001\u30b5\u30fc\u30c1\u30af\u30a8\u30ea\u304c\u5897\u52a0<\/em>\u3059\u308b\u3053\u3068\u3092\u89e3\u660e\u3057\u305f\u3002<\/p>\n<\/div>\n<\/div>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>A survey conducted by iProspect (2009) finds that about 50% of all internet users react to a display ad by conducting a search related to the brand or product described in the ad. The study finds that 14% of users make a purchase after conducting the search. A study by comScore (Fulgoni and Mom, 2008) finds a 38% lift in branded search activity for consumers exposed to a display ad. The study tracked individual consumers exposed to a display ad, and compared their behavior with a group of similar consumers not exposed to display advertising.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>iProspect\u306e\u8abf\u67fb\u306b\u3088\u308c\u3070\u3001<em>\u7d0450%\u306e\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u30e6\u30fc\u30b6\u30fc\u306f\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306b\u8a18\u8f09\u3055\u308c\u305f\u4f01\u696d\u540d\u3084\u30b5\u30fc\u30d3\u30b9\u540d\u306b\u95a2\u3059\u308b\u691c\u7d22\u3092\u3059\u308b\u3068\u8a00\u3046\u3002\u305d\u3057\u3066\u691c\u7d22\u3057\u305f\u5f8c\u300114%\u306f\u8cfc\u8cb7\u306b\u81f3\u308b<\/em>\u3068\u8a00\u3046\u3002\u30b3\u30e0\u30b9\u30b3\u30a2\u306e\u8abf\u67fb\u3067\u306f\u3001<em>\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306b\u89e6\u308c\u305f\u4eba\u306e\u30d6\u30e9\u30f3\u30c9\u540d\u306b\u3088\u308b\u691c\u7d22\u309238%\u5897\u52a0\u3055\u305b\u308b<\/em>\u3053\u3068\u3092\u898b\u3064\u3051\u305f\u3068\u8a00\u3046\u3002<\/p>\n<\/div>\n<\/div>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>An iCrossing study (Malm and Hamman 2009) finds a 14% change in search visits after a company activated its display advertising campaign. In our application for the bank, the bank\u2019s ad agency also conducted an experiment to find that display ads improve search ad conversion by 15\u201020%.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p><em>iCrossing\u306f\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3092\u5b9f\u65bd\u5f8c\u306b\u691c\u7d22\u30e6\u30fc\u30b6\u30fc\u306e14%\u306b\u5909\u5316\u304c\u898b\u3089\u308c\u305f<\/em>\u3068\u8a00\u3046\u3002\u79c1\u305f\u3061\u306e\u9280\u884c\u306e\u8abf\u67fb\u306b\u304a\u3044\u3066\u3082\u3001\u9280\u884c\u306e\u5e83\u544a\u4ee3\u7406\u5e97\u306f<em>\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u304c15%~20%\u7a0b\u5ea6\u306e\u30b5\u30fc\u30c1\u3092\u5897\u52a0\u3055\u305b\u305f<\/em>\u3068\u8a00\u3046\u3002<\/p>\n<\/div>\n<\/div>\n<p>\u3057\u304b\u3057\u3001\u3053\u3046\u3044\u3063\u305f\u4e8b\u4f8b\u3092\u7d39\u4ecb\u3057\u305f\u5f8c\u3067\u3001\u4e0b\u8a18\u306e\u3088\u3046\u306b\u554f\u984c\u70b9\u3092\u793a\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>appear to influence the effectiveness of search ads. However they lack two important elements that we consider in our study.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u3053\u308c\u3089\u306e\u7814\u7a76\u7d50\u679c\u304b\u3089\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306f\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u52b9\u679c\u306b\u5bfe\u3057\u3066\u5f71\u97ff\u304c\u3042\u308b\u3068\u8003\u3048\u3089\u308c\u308b\u3002<br \/>\n\u3057\u304b\u3057\u3001\u3053\u308c\u3089\u306e\u7814\u7a76\u306b\u306f\u5927\u304d\u304f2\u3064\u306e\u91cd\u8981\u306a\u8981\u7d20\u304c\u6b20\u843d\u3057\u3066\u3044\u308b\u3002<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"padB30\">\n<h4>\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u306b\u6b20\u843d\u3057\u3066\u3044\u308b2\u3064\u306e\u8981\u7d20<\/h4>\n<p>1\u3064\u76ee\u306f\u53ef\u8996\u5316\u3057\u305f\u3044\u52b9\u679c\u3092\u3088\u308a\u660e\u78ba\u306b\u3059\u308b\u70ba\u306b\u3001\u8a08\u6e2c\u5bfe\u8c61\u4ee5\u5916\u306e\u5916\u90e8\u8981\u56e0\u3068\u306e\u76f8\u95a2\u95a2\u4fc2\u3092\u898b\u6975\u3081\u308b\u5fc5\u8981\u304c\u3042\u308b\u3068\u8a00\u3063\u3066\u3044\u307e\u3059\u3002<br \/>\n\u4f8b\u3048\u3070\u3001\u30e6\u30fc\u30b6\u30fc\u304c\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u306b\u63a5\u89e6\u3057\u305f\u5f8c\u3001\u305d\u306e\u307e\u307e\u691c\u7d22\u884c\u52d5\u306b\u81f3\u308b\u308f\u3051\u3067\u306f\u306a\u304f\u3001\u4ed6\u306e\u69d8\u3005\u306a\u5f71\u97ff\u3092\u53d7\u3051\u305f\u4e0a\u3067\u691c\u7d22\u884c\u52d5\u306b\u81f3\u308b\u3068\u8003\u3048\u308b\u306e\u304c\u81ea\u7136\u3067\u3059\u3002\u305d\u306e\u70ba\u3001\u5916\u90e8\u8981\u56e0\u3092\u6392\u9664\u3057\u305f\u30c7\u30fc\u30bf\u306b\u6574\u5f62\u3057\u305f\u4e0a\u3067\u5206\u6790\u3057\u306a\u3051\u308c\u3070\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u306b\u3088\u308b\u691c\u7d22\u884c\u52d5\u306e\u52b9\u679c\u3092\u660e\u78ba\u306b\u3059\u308b\u3053\u3068\u306f\u3067\u304d\u307e\u305b\u3093\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>First, almost all of these studies ignore the dynamic effects of advertising, whereby display ads may impact consumers\u2019 search behavior over time. Studies that attempt to incorporate dynamics do so in an ad\u2010hoc fashion. For example, the ad agency for our bank decided to use a two\u2010week period (an ad\u2010hoc assumption) to examine its effect. In our application, we show that these dynamic effects are very strong and may last several weeks. Ignoring them can lead to significant underestimation of the effectiveness of online ads.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>1\u3064\u76ee\u306f\u3001\u307b\u307c\u5168\u3066\u306e\u7814\u7a76\u306b\u304a\u3044\u3066\u3001\u5e83\u544a\u9593\u306e\u52d5\u7684\u8981\u7d20\u306b\u3064\u3044\u3066\u691c\u8a0e\u3055\u308c\u3066\u3044\u306a\u3044\u3053\u3068\u3002<br \/>\n\u305d\u308c\u306b\u3088\u3063\u3066\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u304c\u6d88\u8cbb\u8005\u306e\u691c\u7d22\u884c\u52d5\u306b\u5f8c\u65e5\u5f71\u97ff\u3092\u4e0e\u3048\u305f\u53ef\u80fd\u6027\u3092\u7121\u8996\u3057\u3066\u3044\u308b\u3002\u672c\u7814\u7a76\u3067\u306f\u52d5\u7684\u306a\u76f8\u95a2\u306e\u89e3\u660e\u3092\u8a66\u307f\u3066\u3044\u308b\u3002\u4f8b\u3048\u3070\u3001\u79c1\u305f\u3061\u306e\u9280\u884c\u306e\u5e83\u544a\u4ee3\u7406\u5e97\u306f\u3001\u52b9\u679c\u691c\u8a3c\u306e\u671f\u9593\u3068\u3057\u30662\u9031\u9593\u3092\u63a1\u7528\u3057\u305f\u3002\u3057\u304b\u3057\u3001\u79c1\u305f\u3061\u306f\u52d5\u7684\u306a\u52b9\u679c\u304c\u6975\u3081\u3066\u5f37\u304f\u3001\u6570\u9031\u9593\u306f\u898b\u306a\u3051\u308c\u3070\u306a\u3089\u306a\u3044\u3068\u4e3b\u5f35\u3057\u305f\u3002\u6570\u9031\u9593\u524d\u306e\u52b9\u679c\u3092\u7121\u8996\u3059\u308b\u3053\u3068\u306f\u3001\u5e83\u544a\u52b9\u679c\u3092\u8457\u3057\u304f\u4f4e\u304f\u8a55\u4fa1\u3059\u308b\u3053\u3068\u306b\u306a\u308b\u3002<\/p>\n<\/div>\n<\/div>\n<p>2\u3064\u76ee\u306f\u524d\u8ff0\u306e\u4e8b\u4f8b\u306f\u691c\u7d22\u884c\u52d5\u306b\u5bfe\u3059\u308b\u5f71\u97ff\u3092\u6570\u5024\u5316\u3057\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u305d\u308c\u304c\u3069\u306e\u3088\u3046\u306b\u6210\u679c\u306b\u3064\u306a\u304c\u3063\u305f\u304b\uff1f\u307e\u3067\u306f\u8a00\u53ca\u3055\u308c\u3066\u3044\u307e\u305b\u3093\u3002\u3053\u3053\u306b\u3064\u3044\u3066\u3001\u65e5\u672c\u56fd\u5185\u3067\u306fVTS\uff08\u30d3\u30e5\u30fc\u30b9\u30eb\u30fc\u30b5\u30fc\u30c1\uff09\u306b\u3088\u308bCV\u307e\u3067\u7b97\u51fa\u3057\u3066\u3044\u308b\u4f8b\u3082\u3042\u308a\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>Second, most of the previous studies used click\u2010through rates or similar metrics to measure the impact of display ads on search. In contrast, we examine how display ads influence search clicks, conversion and ultimately the profitability of the firm. This allows us to determine appropriate budget allocation between search and display.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>2\u3064\u76ee\u306f\u3001\u5148\u884c\u7814\u7a76\u306e\u591a\u304f\u306f\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30b5\u30fc\u30c1\u3078\u306e\u5f71\u97ff\u3092CTR\u3068\u3044\u3063\u305f\u8a55\u4fa1\u6307\u6a19\u3092\u7528\u3044\u3066\u3044\u305f\u3002\u3053\u308c\u306b\u5bfe\u3057\u3066\u3001\u79c1\u305f\u3061\u306e\u7814\u7a76\u3067\u306f\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30b5\u30fc\u30c1\u3078\u306e\u5f71\u97ff\u3092\u3001\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u3084\u6700\u7d42\u7684\u306b\u4f01\u696d\u306b\u3082\u305f\u3089\u3057\u305f\u5229\u76ca\u3067\u8a55\u4fa1\u3057\u305f\u3002\u3053\u308c\u306b\u3088\u308a\u30b5\u30fc\u30c1\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u306e\u5e83\u544a\u4e88\u7b97\u914d\u5206\u306f\u53ef\u80fd\u306b\u3057\u305f\u3002<\/p>\n<\/div>\n<\/div>\n<p>\u3053\u306e\u3088\u3046\u306b\u3001\u5f93\u6765\u306e\u554f\u984c\u70b9\u3092\u6307\u6458\u3057\u305f\u3046\u3048\u3067\u3001\u3053\u3053\u304b\u3089\u57fa\u672c\u6982\u5ff5\u8aac\u660e\u3001\u30e2\u30c7\u30ea\u30f3\u30b0\u624b\u6cd5\u3001\u5206\u6790\u624b\u6cd5\u306b\u3064\u3044\u3066\u307e\u3067\u3092\u8a73\u3057\u304f\u89e3\u8aac\u3057\u3066\u304f\u308c\u3066\u3044\u307e\u3059\u3002<\/p>\n<\/div>\n<div class=\"padB30\">\n<h4>\u6982\u5ff5\u7684\u306a\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af<\/h4>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>Figure 1 shows how the firm\u2019s online advertising strategy may influence consumers\u2019 purchase behavior and the firm\u2019s budget allocation. In this framework, the firm allocates a budget between search and display ads that determines the number of ad impressions to consumers.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u4e0b\u56f3\u306f\u5982\u4f55\u306b\u30cd\u30c3\u30c8\u5e83\u544a\u304c\u6d88\u8cbb\u884c\u52d5\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u308b\u304b\u3001\u307e\u305f\u4f01\u696d\u306e\u4e88\u7b97\u914d\u5206\u306e\u8003\u3048\u65b9\u3092\u793a\u3057\u3066\u3044\u308b\u3002\u3053\u306e\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af\u3067\u306f\u3001\u30a4\u30f3\u30d7\u30ec\u30c3\u30b7\u30e7\u30f3\u6570\u306b\u3088\u3063\u3066\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u4e88\u7b97\u914d\u5206\u3092\u6c7a\u5b9a\u3057\u3066\u3044\u308b\u3002<\/p>\n<\/div>\n<\/div>\n<div class=\"alignC img\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-3781\" src=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_03.gif\" alt=\"\" width=\"543\" height=\"289\" \/><\/div>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>These in turn affect display or search clicks, and eventually, conversion. Two important aspects of our framework should be noted. First, we expect strong interaction between search and display ad impressions and clicks. The empirical results will show if display ads indeed influence search ad effectiveness, and if so, by how much. Second, the system explicitly recognizes endogeneity, whereby the firm\u2019s advertising budget influences consumers\u2019 exposure and purchase behavior, which in turn affects how much the firm spends on advertising.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u3053\u308c\u3089\u306f\u3001\u6b21\u3005\u306b\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3068\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u30af\u30ea\u30c3\u30af\u53ca\u3073\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u3066\u3044\u308b\u3002\u3053\u306e\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af\u306b\u306f\u3001\u7279\u7b46\u3059\u3079\u304d\u30dd\u30a4\u30f3\u30c8\u304c\uff12\u3064\u3042\u308b\u3002\u3072\u3068\u3064\u306f\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u9593\u306b\u5f37\u3044\u76f8\u95a2\u304c\u3042\u308b\u3002\u79c1\u305f\u3061\u306f\u7d4c\u9a13\u7684\u306b\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306f\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u52b9\u679c\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u308b\u3068\u8003\u3048\u3066\u3044\u308b\u304c\u3001\u3082\u3057\u305d\u3046\u3060\u3068\u3057\u305f\u3089\u3069\u306e\u7a0b\u5ea6\u306a\u306e\u3060\u308d\u3046\u304b\u3002\u3075\u305f\u3064\u76ee\u306f\u3001\u3053\u306e\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af\u306b\u306f\u3001\u5185\u751f\u6027\u304c\u3042\u308b\u3002\u3059\u306a\u308f\u3061\u5e83\u544a\u4e88\u7b97\u3092\u5897\u3084\u3059\u3068\u5e83\u544a\u306e\u30ea\u30fc\u30c1\u3084\u8cfc\u8cb7\u884c\u52d5\u304c\u5897\u3048\u308b\u3068\u3044\u3046\u3053\u3068\u3060\u3002<\/p>\n<\/div>\n<\/div>\n<p>\u5e83\u544a\u9593\u306e\u5f71\u97ff\u3001\u5185\u751f\u6027\u306b\u3064\u3044\u3066\u306f\u3001\u3044\u305a\u308c\u3082\u300c\u611f\u899a\u5024\u300d\u3068\u3057\u3066\u306f\u8a8d\u8b58\u3057\u3066\u3044\u308b\u3082\u306e\u306e\u3001\u5177\u4f53\u7684\u306b\u3069\u308c\u304f\u3089\u3044\u306a\u306e\u304b\uff1f\u3068\u3044\u3046\u70b9\u3092\u5b9a\u91cf\u5316\u3067\u304d\u306a\u3044\u3068\u6700\u9069\u306a\u30d0\u30b8\u30a7\u30c3\u30c8\u914d\u5206\u306f\u3067\u304d\u306a\u3044\u305f\u3081\u3001\u3053\u306e\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af\u3092\u5b9a\u91cf\u7684\u306b\u3057\u3066\u3044\u304f\u4f5c\u696d\u3092\u304a\u3053\u306a\u3063\u3066\u3044\u307e\u3059\u3002<\/p>\n<div class=\"articlebox02\">\n<div class=\"quote\">\n<blockquote><p>Paid search data capture weekly spend, clicks, impressions, and the number of applications completed through the paid search ad\u2019s landing page. The display data also contain information on weekly spend, clicks, and impressions. Using internet cookies, applications completed were attributed to display advertising if a consumer had seen a display ad at least one month before converting through the display ad network\u2019s landing page using organic search or a direct link. However, the display advertising data excluded display\u2010driven paid search conversions, as the paid search campaigns are overseen by platforms maintained by search engines unrelated to the display ad networks.<\/p><\/blockquote>\n<\/div>\n<div class=\"translated\">\n<p>\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u30c7\u30fc\u30bf\u306b\u306f\u3001\u9031\u6b21\u3067\u306e\u30b3\u30b9\u30c8\u3001\u30af\u30ea\u30c3\u30af\u6570\u3001\u30a4\u30f3\u30d7\u30ec\u30c3\u30b7\u30e7\u30f3\u6570\u3001\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u6570\u304c\u3042\u3063\u305f\u3002\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30c7\u30fc\u30bf\u3082\u540c\u69d8\u306b\u3001\u9031\u6b21\u3067\u306e\u30b3\u30b9\u30c8\u3001\u30af\u30ea\u30c3\u30af\u6570\u3001\u30a4\u30f3\u30d7\u30ec\u30c3\u30b7\u30e7\u30f3\u6570\u304c\u3042\u3063\u305f\u3002\u30af\u30c3\u30ad\u30fc\u3092\u4f7f\u3046\u3053\u3068\u3067\u3001\u81ea\u7136\u691c\u7d22\u3084\u76f4\u30ea\u30f3\u30af\u3067\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u3057\u305f\u5834\u5408\u306b\u304a\u3044\u3066\u3082\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u52b9\u679c\u3092\u8a08\u6e2c\u3057\u305f\u3002\u3057\u304b\u3057\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u30c7\u30fc\u30bf\u306b\u306f\u3001\u30d3\u30e5\u30fc\u30b9\u30eb\u30fc\u30b5\u30fc\u30c1\u306b\u95a2\u3057\u3066\u306e\u60c5\u5831\u306f\u542b\u307e\u308c\u3066\u3044\u306a\u304b\u3063\u305f\u3002<\/p>\n<\/div>\n<\/div>\n<p>\u307e\u305a\u3001\u524d\u63d0\u6761\u4ef6\u3068\u3057\u3066\u8ff0\u3079\u308b\u3079\u304d\u306f\u3001\u5206\u6790\u306b\u6d3b\u7528\u3057\u305f\u30c7\u30fc\u30bf\u306f\u904e\u53bb\u306b\u30ec\u30dd\u30fc\u30c8\u3068\u3057\u3066\u4f7f\u308f\u308c\u305f\u9031\u6b21\u30c7\u30fc\u30bf\u3067\u3042\u308a\u3001\u305d\u306e\u53d6\u5f97\u30c7\u30fc\u30bf\u306b\u306f\u30d3\u30e5\u30fc\u30b9\u30eb\u30fc\u30b5\u30fc\u30c1\u304c\u542b\u307e\u308c\u3066\u3044\u306a\u304b\u3063\u305f\u3068\u306e\u3053\u3068\u3067\u3059\u3002<\/p>\n<p>\u305d\u308c\u3092\u524d\u63d0\u306b\u3001\u4ee5\u4e0b\u306e\u6570\u5b57\u3092\u4f7f\u3063\u3066\u305d\u306e\u76f8\u95a2\u4fc2\u6570\u3092\u8868\u3059\u3053\u3068\u304b\u3089\u59cb\u3081\u307e\u3057\u305f\u3002<br \/>\n\u30fb\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0Imp\uff0fClick\uff0fCV\uff0fCost<br \/>\n\u30fb\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4imp\uff0fClick\uff0fCV\uff0fCost<\/p>\n<div class=\"alignC img\">\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-3782\" src=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_04.gif\" alt=\"\" width=\"630\" height=\"199\" \/><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-3784\" src=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_05.gif\" alt=\"\" width=\"630\" height=\"482\" \/><\/p>\n<\/div>\n<p>\u3053\u306e\u3088\u3046\u306b\u5e83\u544a\u9593\u306e\u5f71\u97ff\u3001\u5185\u751f\u6027\u3092\u76f8\u95a2\u95a2\u4fc2\u304b\u3089\u5b9a\u91cf\u5316\u3057\u3001\u6b21\u306b\u8907\u96d1\u306a\u76f8\u95a2\u95a2\u4fc2\u3092\u5206\u6790\u3059\u308b\u305f\u3081\u306b\u3042\u308b\u30e2\u30c7\u30ea\u30f3\u30b0\u6280\u8853\u306e\u89e3\u8aac\u306b\u9032\u3093\u3067\u3044\u304d\u307e\u3059\u3002<\/p>\n<p>\u6b21\u56de\u306f\u56e0\u679c\u95a2\u4fc2\u306e\u8a3c\u660e\u7de8\u306b\u7d9a\u304d\u307e\u3059\u30fb\u30fb\u30fb<\/p>\n<p>\u203b\u8aa4\u8a33\u306e\u3054\u6307\u6458\u3001\u3054\u610f\u898b\u306a\u3069\u304c\u3042\u308c\u3070\u3001\u304a\u9858\u3044\u3044\u305f\u3057\u307e\u3059\u3002<\/p>\n<\/div>\n<div class=\"last alignC marB50\">\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\u3067\u306f\u3001\u5171\u540c\u7814\u7a76\u3084\u5bc4\u7a3f\u8a18\u4e8b\u3092\u52df\u96c6\u4e2d\u3067\u3059\u3002<br \/>\n\u3054\u8208\u5473\u304a\u3042\u308a\u306e\u65b9\u306f\u3001\u662f\u975e\u304a\u554f\u3044\u5408\u308f\u305b\u304f\u3060\u3055\u3044\u3002<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u7b2c\u4e09\u8005\u914d\u4fe1\u3084\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u6982\u5ff5\u306e\u666e\u53ca\u306b\u3088\u308a\u3001\u5f93\u6765\u306eCPC\u30fbCPA\u306e\u8a55\u4fa1\u304b\u3089\u3001\u521d\u3081\u3066\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u3092\u304a\u3053\u306a\u3063\u3066\u307f\u305f\uff01\u3068\u3044\u3046\u65b9\u3082\u5897\u3048\u3066\u304d\u3066\u3044\u308b\u3068\u601d\u3044\u307e\u3059\u3002 \u305f\u3060\u305d\u306e\u7d50\u679c\u3001\u30c7\u30fc\u30bf\u3092\u8a08\u6e2c\u3057\u3001\u5b9f\u969b\u306b\u5206\u6790\u3057\u3001\u30ec\u30dd\u30fc\u30c8\u307e\u3067\u4f5c\u3063\u3066\u300c\u5e83\u544a\u6bce\u306e\u9593\u63a5\u7684\u8ca2\u732e\u5ea6\u3092\u8a8d\u8b58\u3067\u304d\u305f\u300d\u3068\u3044\u3046\u3060\u3051\u3067\u7d42\u308f\u3063\u3066\u3057\u307e\u3044\u3001\u809d\u5fc3\u306a\u5e83\u544a\u8cbb\u306e\u30a2\u30ed\u30b1\u30fc\u30b7\u30e7\u30f3\uff08\u6700\u9069\u5206\u914d\uff09\u306f\u3069\u3046\u3057\u305f\u3089\u3044\u3044\u306e\u3060\u308d\u3046\uff1f\u3068\u3044\u3046\u7d4c\u9a13\u3092\u3055\u308c\u305f\u65b9\u306f\u3044\u307e\u305b\u3093\u304b\uff1f \u672c\u30a8\u30f3\u30c8\u30ea\u30fc\u3067\u306f\u5404\u793e\u306e\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u53d6\u308a\u7d44\u307f\u304c\u5897\u3048\u308b\u4e2d\u3001\u4e0a\u8a18\u306e\u3088\u3046\u306a\u5206\u6790\u3067\u7d42\u308f\u3063\u3066\u3057\u307e\u3044\u6d88\u5316\u4e0d\u826f\u3092\u304a\u3053\u3055\u306a\u3044\u305f\u3081\u306b\u3082\u3001\u6b21\u306e\u30a2\u30af\u30b7\u30e7\u30f3\u306b\u3064\u306a\u3052\u308b\u305f\u3081\u306e\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u306b\u3064\u3044\u3066\u3054\u7d39\u4ecb\u3057\u3066\u3044\u307e\u3059\u3002 &nbsp; \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\u3067\u306f\u3001\u5171\u540c\u7814\u7a76\u3084\u5bc4\u7a3f\u8a18\u4e8b\u3092\u52df\u96c6\u4e2d\u3067\u3059\u3002 \u3054\u8208\u5473\u304a\u3042\u308a\u306e\u65b9\u306f\u3001\u662f\u975e\u304a\u554f\u3044\u5408\u308f\u305b\u304f\u3060\u3055\u3044\u3002 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Attribution adn Dynamics in Online Advertising\u300d\u3067\u5177\u4f53\u7684\u306a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u306e\u3067\u3001\u3053\u3053\u3067\u89e3\u8aac\u3057\u3066\u3044\u304d\u307e\u3059\u3002 \u51fa\u5178:\u201dDo Display Ads Influence Search. 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[&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[156],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u672c\u8cea\u306f\u5206\u6790\u3067\u306f\u306a\u304f\u3001\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u3060\uff01\uff0d\u76f8\u95a2\u7de8\uff0d - \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\/MARKETING METRICS Lab. &#8211; \u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306e\u6700\u9069\u5316\u3092\u8003\u3048\u308b\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240<\/title>\n<meta name=\"description\" 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\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u5206\u6790\u3068\u3044\u3046\u8a00\u8449\u304c\u7d39\u4ecb\u3055\u308c\u3066\u3044\u308b\u8a18\u4e8b\u3084\u672c\u306a\u3069\u3067\u306f\u3088\u304f\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u30d1\u30b9\u30fb\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u30d5\u30ed\u30fc\u306a\u308b\u3082\u306e\u3092\u76ee\u306b\u3057\u305f\u3053\u3068\u304c\u3042\u308b\u3068\u601d\u3044\u307e\u3059\u3002 \u521d\u56de\u63a5\u89e6\u304cView\u3067\u3001\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u306fSearch\u3002\u3053\u308c\u3063\u3066\u4eca\u307e\u3067\u898b\u3048\u3066\u3044\u306a\u304b\u3063\u305f\u3051\u3069\u3001View\u3063\u3066\u52b9\u679c\u7684\uff01\u3068\u6c7a\u3081\u3066\u3057\u307e\u3046\u306e\u306f\u3001\u3069\u3053\u304b\u300c\u8eab\u9577\u3068\u82f1\u8a9e\u529b\u300d\u306e\u8a71\u306b\u4f3c\u3066\u3044\u307e\u305b\u3093\u304b\uff1f \u3084\u3084\u6975\u7aef\u3067\u3059\u304c\u3001CV\u30d5\u30ed\u30fc\u304b\u3089\u8aad\u307f\u53d6\u308c\u308b\u30c7\u30fc\u30bf\u3092\u8a00\u3044\u63db\u3048\u308b\u3068\u300c\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u3092\u51fa\u7a3f\u3057\u306a\u3044\u3053\u3068\u306b\u3088\u3063\u3066\u7d049\u5272\u306eCV\u306f\u767a\u751f\u3057\u306a\u304f\u306a\u308b\u300d\u3063\u3066\u3001\u305d\u308c\u306f\u672c\u5f53\u306b\u672c\u5f53\u306b\u672c\u5f53\uff1f\u306a\u3093\u3068\u306a\u304f\u3001\u7686\u3055\u3093\u3082\u3053\u306e\u300c\u30e2\u30e4\u30e2\u30e4\u300d\u306b\u3064\u3044\u3066\u306f\u5171\u611f\u9802\u3051\u308b\u3093\u3058\u3083\u306a\u3044\u304b\u3068\u601d\u3063\u3066\u3044\u307e\u3059\u3002 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\u300c\u3058\u3083\u3001View\u3063\u3066\u52b9\u679c\u304c\u3042\u308b\u3088\u3046\u306b\u898b\u3048\u3066\u5f53\u305f\u308a\u524d\u3060\u3088\u306d\uff01\u672c\u5f53\u306f\u52b9\u679c\u7121\u3044\u306e\u306b\u3002\u300d\u3068\u3044\u3046\u3053\u3068\u3092\u8a00\u3044\u305f\u3044\u308f\u3051\u3067\u306f\u6c7a\u3057\u3066\u306a\u304f\u3001\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u3068\u30b5\u30fc\u30c1\u3068CV\u306e\u76f8\u95a2\u95a2\u4fc2\u306f\u9593\u9055\u3044\u306a\u304f\u3042\u308b\u3093\u3067\u3059\u304c\u3001\u305d\u308c\u3060\u3051\u3067\u306f\u4e0d\u5341\u5206\u3067\u3001\u305d\u308c\u3089\u306e\u56e0\u679c\u95a2\u4fc2\u3092\u8a3c\u660e\u3067\u304d\u308c\u3070\u3001\u3069\u306e\u65bd\u7b56\u3078\u3001\u3069\u308c\u304f\u3089\u3044\u6295\u8cc7\u3059\u308c\u3070\u3044\u3044\u306e\u304b\uff1f\u3092\u898b\u76f4\u3059\u3053\u3068\u304c\u3067\u304d\u308b\u3002\u3068\u3044\u3046\u3053\u3068\u306a\u306e\u3067\u3059\u3002 \u3068\u306f\u3044\u3063\u3066\u3082\u3001\u56fd\u5185\u3067\u3082\u305d\u3053\u307e\u3067\u7dfb\u5bc6\u306b\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30de\u30cd\u30fc\u30b8\u30e1\u30f3\u30c8\u3092\u5b9f\u65bd\u3057\u305f\u4e8b\u4f8b\u306f\u3001\u307b\u3068\u3093\u3069\u516c\u958b\u3055\u308c\u3066\u3044\u307e\u305b\u3093\u3002 \u3057\u304b\u3057\u30cf\u30fc\u30d0\u30fc\u30c9\u5927\u5b66 \u7d4c\u55b6\u5927\u5b66\u9662\u306e\u8ad6\u6587\u300cDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u300d\u3067\u5177\u4f53\u7684\u306a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u306e\u3067\u3001\u3053\u3053\u3067\u89e3\u8aac\u3057\u3066\u3044\u304d\u307e\u3059\u3002 \u51fa\u5178:\u201dDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u201d \u203b\u8ad6\u6587\u306e\u5f15\u7528\u306b\u95a2\u3057\u3066\u306f\u3001\u672c\u30d6\u30ed\u30b0\u3067\u306e\u8a18\u4e8b\u306b\u5bfe\u3057\u3066\u8a31\u8afe\u3092\u3044\u305f\u3060\u3044\u3066\u304a\u308a\u307e\u3059\u3002 \u5e83\u544a\u8a55\u4fa1\u306e\u5909\u5316\u3068\u30b8\u30ec\u30f3\u30de \u672c\u8ad6\u6587\u306f\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u76f8\u95a2\u95a2\u4fc2\u306e\u8abf\u67fb\u30e2\u30c7\u30eb\u3092\u958b\u767a\u3059\u308b\u305f\u3081\u3001\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u5e83\u544a\u3092\u4f7f\u3063\u3066\u65b0\u898f\u53e3\u5ea7\u958b\u8a2d\u9867\u5ba2\u3092\u7372\u5f97\u3057\u3066\u3044\u308b\u3042\u308b\u5927\u624b\u9280\u884c\u306e\u30c7\u30fc\u30bf\u3092\u4f7f\u3063\u3066\u691c\u8a3c\u3057\u305f\u3068\u306e\u3053\u3068\u3002\u306f\u3058\u3081\u306b\u5e83\u544a\u306e\u5f93\u6765\u578b\u306e\u8a55\u4fa1\u65b9\u6cd5\u306b\u5bfe\u3057\u3066\u3001\u6b21\u306e\u3088\u3046\u306b\u554f\u984c\u63d0\u8d77\u3057\u3066\u3044\u307e\u3059\u3002 The introduction of online metrics ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mm-lab.jp\/article\/957\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u672c\u8cea\u306f\u5206\u6790\u3067\u306f\u306a\u304f\u3001\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u3060\uff01\uff0d\u76f8\u95a2\u7de8\uff0d - \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\/MARKETING METRICS Lab. &#8211; \u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306e\u6700\u9069\u5316\u3092\u8003\u3048\u308b\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\" \/>\n<meta property=\"og:description\" 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\u3068\u306f\u3044\u3063\u3066\u3082\u3001\u56fd\u5185\u3067\u3082\u305d\u3053\u307e\u3067\u7dfb\u5bc6\u306b\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30de\u30cd\u30fc\u30b8\u30e1\u30f3\u30c8\u3092\u5b9f\u65bd\u3057\u305f\u4e8b\u4f8b\u306f\u3001\u307b\u3068\u3093\u3069\u516c\u958b\u3055\u308c\u3066\u3044\u307e\u305b\u3093\u3002 \u3057\u304b\u3057\u30cf\u30fc\u30d0\u30fc\u30c9\u5927\u5b66 \u7d4c\u55b6\u5927\u5b66\u9662\u306e\u8ad6\u6587\u300cDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u300d\u3067\u5177\u4f53\u7684\u306a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u306e\u3067\u3001\u3053\u3053\u3067\u89e3\u8aac\u3057\u3066\u3044\u304d\u307e\u3059\u3002 \u51fa\u5178:\u201dDo Display Ads Influence Search. Attribution adn Dynamics in Online Advertising\u201d \u203b\u8ad6\u6587\u306e\u5f15\u7528\u306b\u95a2\u3057\u3066\u306f\u3001\u672c\u30d6\u30ed\u30b0\u3067\u306e\u8a18\u4e8b\u306b\u5bfe\u3057\u3066\u8a31\u8afe\u3092\u3044\u305f\u3060\u3044\u3066\u304a\u308a\u307e\u3059\u3002 \u5e83\u544a\u8a55\u4fa1\u306e\u5909\u5316\u3068\u30b8\u30ec\u30f3\u30de \u672c\u8ad6\u6587\u306f\u3001\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u3068\u30c7\u30a3\u30b9\u30d7\u30ec\u30a4\u5e83\u544a\u306e\u76f8\u95a2\u95a2\u4fc2\u306e\u8abf\u67fb\u30e2\u30c7\u30eb\u3092\u958b\u767a\u3059\u308b\u305f\u3081\u3001\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u5e83\u544a\u3092\u4f7f\u3063\u3066\u65b0\u898f\u53e3\u5ea7\u958b\u8a2d\u9867\u5ba2\u3092\u7372\u5f97\u3057\u3066\u3044\u308b\u3042\u308b\u5927\u624b\u9280\u884c\u306e\u30c7\u30fc\u30bf\u3092\u4f7f\u3063\u3066\u691c\u8a3c\u3057\u305f\u3068\u306e\u3053\u3068\u3002\u306f\u3058\u3081\u306b\u5e83\u544a\u306e\u5f93\u6765\u578b\u306e\u8a55\u4fa1\u65b9\u6cd5\u306b\u5bfe\u3057\u3066\u3001\u6b21\u306e\u3088\u3046\u306b\u554f\u984c\u63d0\u8d77\u3057\u3066\u3044\u307e\u3059\u3002 The introduction of online metrics ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mm-lab.jp\/article\/957\/\" \/>\n<meta property=\"og:site_name\" content=\"\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\/MARKETING METRICS Lab. &#8211; \u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306e\u6700\u9069\u5316\u3092\u8003\u3048\u308b\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-18T08:58:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-24T03:20:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mm-lab.jp\/wp-content\/uploads\/2013\/04\/correlation_01.gif\" \/>\n<meta name=\"author\" content=\"mm lab\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"mm lab\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script 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Attribution adn Dynamics in Online Advertising\u300d\u3067\u5177\u4f53\u7684\u306a\u7d39\u4ecb\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u306e\u3067\u3001\u3053\u3053\u3067\u89e3\u8aac\u3057\u3066\u3044\u304d\u307e\u3059\u3002 \u51fa\u5178:\u201dDo Display Ads Influence Search. 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...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mm-lab.jp\/article\/957\/","og_locale":"en_US","og_type":"article","og_title":"\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u672c\u8cea\u306f\u5206\u6790\u3067\u306f\u306a\u304f\u3001\u30de\u30cd\u30b8\u30e1\u30f3\u30c8\u3060\uff01\uff0d\u76f8\u95a2\u7de8\uff0d - \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30e1\u30c8\u30ea\u30c3\u30af\u30b9\u7814\u7a76\u6240\/MARKETING METRICS Lab. &#8211; 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