A curated scientific evidence directory

Scientific marketing studies for SaaS and technical founders

Explore peer-reviewed field experiments and meta-analyses on SaaS trials, email, paid search, referrals, content sharing and choice design. Compare methods, context and limits.

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Search and content discoveryEvidence check: 2.5/5

Measuring the Lifetime Value of Customers Acquired from Google Search Advertising

Chan, T. Y., Wu, C., & Xie, Y. (2011). Marketing Science, 30(5), 837–850.

Plain-English take: Customers acquired through Google search advertising had higher transaction rates than customers from other channels in this study. For your marketing: Track customer lifetime across channels when estimating paid-search value.

Question: How should firms estimate the long-term value of customers acquired through paid search, including purchases that occur offline?

Design: Customer-level longitudinal lifetime-value model. Customers of one small U.S. firm with multichannel purchases; the abstract does not report customer count.

Customers acquired through Google search advertising had higher transaction rates than customers from other channels in this dataset. Including future purchases and offline spillovers produced substantially higher customer values than the conventional method used for comparison.

Marketing Science · 201110.1287/mksc.1110.0658Publisher abstract and author-hosted article page

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Search and content discoveryEvidence check: 2.5/5

Search Engine Optimization: The Long-Term Strategy of Keyword Choice

Erdmann, A., Arilla, R., & Ponzoa, J. M. (2022). Journal of Business Research, 144, 650–662.

Plain-English take: The paper treats keyword choice and marketing expenditure as having both short- and long-run performance implications, challenging evaluation based only on immediate traffic response. For your marketing: Evaluate organic-search investments over an appropriate time window and distinguish durable qualified demand from transient ranking or click changes.

Question: How should marketers choose search-engine keywords when considering both short- and long-term performance?

Design: Empirical analysis of search-engine keyword performance over time. Search-engine keywords and their performance in the study's empirical setting; the publisher preview reviewed here does not expose the sample details.

The paper treats keyword choice and marketing expenditure as having both short- and long-run performance implications, challenging evaluation based only on immediate traffic response.

Journal of Business Research · 202210.1016/j.jbusres.2022.01.065Publisher article preview; full text access may vary

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Reviewed 2026-10-09. The summaries are original paraphrases. Consult the linked paper and any correction before citing or applying a result.