Contributors

Targeting specific audience segments has emerged as an important practice in online advertising strategies. For advertisers, the primary appeal of online ads is their capacity to target users based on characteristics such as user demographics and online behavior. Recent research supports the notion that targeted ads are more effective, with product users more likely to click. However, as advertisers increasingly pursue targeting, one fundamental question looms—who to target? 

Customers referred by other customers are the best kind. Our research conclusions shed light on why referred customers are more valuable and can also help firms and real estate agents maximize the benefits of customer referrals.