Analysing clickstream data: Do paid and organic search affect each other?
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Analysing clickstream data : Do paid and organic search affect each other? / Bremer, Vincent; Funk, Burkhardt.
in: International Journal of Electronic Business, Jahrgang 13, Nr. 2/3, 5, 04.04.2017, S. 205-215.Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Analysing clickstream data
T2 - Do paid and organic search affect each other?
AU - Bremer, Vincent
AU - Funk, Burkhardt
PY - 2017/4/4
Y1 - 2017/4/4
N2 - Investments in both paid and organic search are crucial for today's online retailer. In this paper, we analyse how consumers respond to organic and paid search advertising and gain insight into the interrelationship between these online marketing channels. We use a binary logit model and Markov-Chain-Monte-Carlo techniques and analyse the interaction effects between paid and organic search and the conversion probability based on clickstream data from a major electronic retailer. Our findings indicate that there is a positive relationship: when consumers interact with both paid and organic search, a strong positive effect occurs towards the conversion probability in the short-term compared to when users only interact with one channel. Our findings are valuable for organisations in regards to their online marketing strategies and budgeting.
AB - Investments in both paid and organic search are crucial for today's online retailer. In this paper, we analyse how consumers respond to organic and paid search advertising and gain insight into the interrelationship between these online marketing channels. We use a binary logit model and Markov-Chain-Monte-Carlo techniques and analyse the interaction effects between paid and organic search and the conversion probability based on clickstream data from a major electronic retailer. Our findings indicate that there is a positive relationship: when consumers interact with both paid and organic search, a strong positive effect occurs towards the conversion probability in the short-term compared to when users only interact with one channel. Our findings are valuable for organisations in regards to their online marketing strategies and budgeting.
KW - Business informatics
KW - Paid search advertising
KW - organic search
KW - hierarchical Bayesian model
KW - search engines
KW - SEA
KW - Search engine advertising
KW - SEO
KW - search engine optimisation
KW - cklickstream analysis
KW - Online Marketing
KW - Clickstream analysis
KW - Hierarchical Bayesian models
KW - Online marketing
KW - Organic search
KW - Paid search advertising
KW - SEA
KW - Search engine advertising
KW - Search engine optimisation
KW - Search engines
KW - SEO
UR - http://www.scopus.com/inward/record.url?scp=85062784237&partnerID=8YFLogxK
U2 - 10.1504/IJEB.2017.10003870
DO - 10.1504/IJEB.2017.10003870
M3 - Journal articles
VL - 13
SP - 205
EP - 215
JO - International Journal of Electronic Business
JF - International Journal of Electronic Business
SN - 1470-6067
IS - 2/3
M1 - 5
ER -