Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data
Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet
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Consumer Online Search Behavior : A Cross-Industry Analysis Based on User-Level Data. / Nottorf, Florian; Mastel, Andreas; Funk, Burkhardt.
E-Business and Telecommunications: International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers. Hrsg. / Mohammad S. Obaidat; Joaquim Filipe. Heidelberg : Springer, 2014. S. 72-87 (Communications in Computer and Information Science; Band 455).Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet
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TY - CHAP
T1 - Consumer Online Search Behavior
T2 - 9th International Joint Conference on e-Business and Telecommunications - ICETE 2012
AU - Nottorf, Florian
AU - Mastel, Andreas
AU - Funk, Burkhardt
N1 - Conference code: 9
PY - 2014
Y1 - 2014
N2 - Understanding consumer online search behavior is crucial to optimize companies’ paid search advertising campaigns. Standard measures such as the click-through rate do not account for this search behavior over time, which may favor a certain group of search type and, therefore, may mislead managers in allocating their financial spending efficiently. We analyzed a large query log for the occurrence of userspecific interaction patterns within and across three different industries and were able to show that consumers’ online search behavior is indeed a multi-stage process that heavily depends on industry-specific characteristics. For example, whereas a product search within the clothing industry typically begins with general keywords (“sneakers”) and that search process becomes narrowed as it proceeds by including more specific, e.g. brand-related (“sneakers adidas”), keywords, this behavior is a relatively rare event in other industries (e.g., the healthcare industry). Our method to analyze consumer search processes helps companies to identify the role of specific activities within a respective industry and to allocate their financial spending in paid search advertising accordingly.
AB - Understanding consumer online search behavior is crucial to optimize companies’ paid search advertising campaigns. Standard measures such as the click-through rate do not account for this search behavior over time, which may favor a certain group of search type and, therefore, may mislead managers in allocating their financial spending efficiently. We analyzed a large query log for the occurrence of userspecific interaction patterns within and across three different industries and were able to show that consumers’ online search behavior is indeed a multi-stage process that heavily depends on industry-specific characteristics. For example, whereas a product search within the clothing industry typically begins with general keywords (“sneakers”) and that search process becomes narrowed as it proceeds by including more specific, e.g. brand-related (“sneakers adidas”), keywords, this behavior is a relatively rare event in other industries (e.g., the healthcare industry). Our method to analyze consumer search processes helps companies to identify the role of specific activities within a respective industry and to allocate their financial spending in paid search advertising accordingly.
KW - Informatics
KW - online search
KW - online advertising
KW - consumer behavior
KW - Query log
KW - Consumer behavior
KW - Online advertising
KW - Online search
KW - Query log
UR - http://www.scopus.com/inward/record.url?scp=84922051781&partnerID=8YFLogxK
U2 - 10.1007/978-3-662-44791-8_5
DO - 10.1007/978-3-662-44791-8_5
M3 - Article in conference proceedings
SN - 978-3-662-44790-1
T3 - Communications in Computer and Information Science
SP - 72
EP - 87
BT - E-Business and Telecommunications
A2 - Obaidat, Mohammad S.
A2 - Filipe, Joaquim
PB - Springer
CY - Heidelberg
Y2 - 24 July 2012 through 27 July 2012
ER -