The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data

Publikation: Beiträge in SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

Authors

Traditional metrics in online advertising such as the click-through rate often take into account the users' search activities separately and do not consider any interactions between them. In understanding online search behavior, this fact 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 user-specific interaction patterns within and across three different industries (clothing, healthcare, hotel) and were able to show that users' online search behavior is indeed a multi-stage process, whereas e.g. a product search for sneakers typically begins with general, often referred to as generic, keywords which becomes narrowed as it proceeds by including more specific, e.g. brand-related ("sneakers adidas"), keywords. Our method to analyze the development of users' search process within query logs helps managers to identify the role of specific activities within a respective industry and to allocate their financial spending in paid search advertising accordingly.
OriginalspracheEnglisch
TitelProceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE : DCNET 2012, ICE-B 2012, OPTICS 2012
HerausgeberMohammad S. Obaidat, José Luis Sevillano, Zhaoyang Zhang, David Marca, Marten van Sinderen, Jose L. Marzo, Petros Nicopolitidis
Anzahl der Seiten10
VerlagScience and Technology Publications, Lda (SciTePress)
Erscheinungsdatum01.01.2012
Seiten145-154
ISBN (Print)978-989-8565-23-5
DOIs
PublikationsstatusErschienen - 01.01.2012
Veranstaltung9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 - Rom, Italien
Dauer: 24.07.201227.07.2012
Konferenznummer: 9
http://www.icete.org/?y=2012

    Fachgebiete

  • Wirtschaftsinformatik - online search, online advertising, consumer behavior, query log, spillover

DOI

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Forschende

  1. Merle Strigl

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