TY - CHAP

T1 - The User-Journey in Online Search

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 - 2012/1/1

Y1 - 2012/1/1

N2 - 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.

AB - 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.

KW - Business informatics

KW - online search

KW - online advertising

KW - consumer behavior

KW - query log

KW - spillover

KW - consumer behavior

KW - Online advertising

KW - Online search

KW - Query log

KW - spillover

UR - http://www.scopus.com/inward/record.url?scp=84867627237&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/d0258955-8730-3439-acff-5e6b07857740/

U2 - 10.5220/0004052101450154

DO - 10.5220/0004052101450154

M3 - Article in conference proceedings

SN - 978-989-8565-23-5

T3 - DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE

SP - 145

EP - 154

BT - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE

A2 - Obaidat, Mohammad S.

A2 - Sevillano, José Luis

A2 - Zhang, Zhaoyang

A2 - Marca, David

A2 - van Sinderen, Marten

A2 - Marzo, Jose L.

A2 - Nicopolitidis, Petros

PB - Science and Technology Publications, Lda (SciTePress)

Y2 - 24 July 2012 through 27 July 2012

ER -