The Economic Value of Clickstream Data From an Advertiser's Perspective
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ECIS 2013 Proceedings. Atlanta, GA: AIS eLibrary, 2013.
Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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TY - CHAP
T1 - The Economic Value of Clickstream Data From an Advertiser's Perspective
AU - Nottorf, Florian
AU - Funk, Burkhardt
N1 - Conference code: 21
PY - 2013
Y1 - 2013
N2 - With the increasing share of online advertising, the amount of highly detailed data available on an in-dividual consumer level has substantially increased over the last few years. Because there are costsassociated with collecting, analyzing, and storing this type of data, it is important to understand thevalue of this specific type of personal data. In this paper, we illustrate the economic value of clickstreamdata by highlighting the direct and interaction effects of multiple types of online advertising on an in-dividual user-level. By developing a binary logit model with Bayesian estimation techniques to predictconsumer behavior and by analyzing clickstream data from a large financial service provider, we findstrong differences in the effects of repeated ad exposures. Along with uncovering important insights,such as the positive cross-channel effects of display and paid search advertising, which are importantwhen managing online advertising campaigns, we demonstrate how the value of clickstream data can beestimated to support decision-making in the emerging context of real-time bidding (RTB
AB - With the increasing share of online advertising, the amount of highly detailed data available on an in-dividual consumer level has substantially increased over the last few years. Because there are costsassociated with collecting, analyzing, and storing this type of data, it is important to understand thevalue of this specific type of personal data. In this paper, we illustrate the economic value of clickstreamdata by highlighting the direct and interaction effects of multiple types of online advertising on an in-dividual user-level. By developing a binary logit model with Bayesian estimation techniques to predictconsumer behavior and by analyzing clickstream data from a large financial service provider, we findstrong differences in the effects of repeated ad exposures. Along with uncovering important insights,such as the positive cross-channel effects of display and paid search advertising, which are importantwhen managing online advertising campaigns, we demonstrate how the value of clickstream data can beestimated to support decision-making in the emerging context of real-time bidding (RTB
KW - Business informatics
KW - personal data valuation
KW - Clickstream analysis
KW - online advertising efficiency
KW - Consumer behavior
KW - bayesian estimation
UR - https://adference.com/the-economic-value-of-clickstream-data-from-an-advertisers-perspective/
M3 - Article in conference proceedings
SN - 978-90-393-6112-2
BT - ECIS 2013 Proceedings
PB - AIS eLibrary
CY - Atlanta, GA
T2 - 21st European Conference on Information Systems - ECIS 2013
Y2 - 5 June 2013 through 8 June 2013
ER -