Standard
The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data. / Nottorf, Florian; Mastel, Andreas
; Funk, Burkhardt.
Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE: DCNET 2012, ICE-B 2012, OPTICS 2012. ed. / Mohammad S. Obaidat; José Luis Sevillano; Zhaoyang Zhang; David Marca; Marten van Sinderen; Jose L. Marzo; Petros Nicopolitidis. Science and Technology Publications, Lda (SciTePress), 2012. p. 145-154 (DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE).
Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
Harvard
Nottorf, F, Mastel, A
& Funk, B 2012,
The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data. in MS Obaidat, JL Sevillano, Z Zhang, D Marca, M van Sinderen, JL Marzo & P Nicopolitidis (eds),
Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE: DCNET 2012, ICE-B 2012, OPTICS 2012. DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE, Science and Technology Publications, Lda (SciTePress), pp. 145-154, 9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 , Rom, Italy,
24.07.12.
https://doi.org/10.5220/0004052101450154APA
Nottorf, F., Mastel, A.
, & Funk, B. (2012).
The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data. In M. S. Obaidat, J. L. Sevillano, Z. Zhang, D. Marca, M. van Sinderen, J. L. Marzo, & P. Nicopolitidis (Eds.),
Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE: DCNET 2012, ICE-B 2012, OPTICS 2012 (pp. 145-154). (DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE). Science and Technology Publications, Lda (SciTePress).
https://doi.org/10.5220/0004052101450154Vancouver
Nottorf F, Mastel A
, Funk B.
The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data. In Obaidat MS, Sevillano JL, Zhang Z, Marca D, van Sinderen M, Marzo JL, Nicopolitidis P, editors, Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE: DCNET 2012, ICE-B 2012, OPTICS 2012. Science and Technology Publications, Lda (SciTePress). 2012. p. 145-154. (DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE). doi: 10.5220/0004052101450154
Bibtex
@inbook{d8ade50f54844c359df2dd7197e38980,
title = "The User-Journey in Online Search: An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data",
abstract = "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.",
keywords = "Business informatics, online search, online advertising, consumer behavior, query log, spillover, consumer behavior, Online advertising, Online search, Query log, spillover",
author = "Florian Nottorf and Andreas Mastel and Burkhardt Funk",
year = "2012",
month = jan,
day = "1",
doi = "10.5220/0004052101450154",
language = "English",
isbn = "978-989-8565-23-5",
series = "DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE",
publisher = "Science and Technology Publications, Lda (SciTePress)",
pages = "145--154",
editor = "Obaidat, {Mohammad S.} and Sevillano, {Jos{\'e} Luis} and Zhaoyang Zhang and David Marca and {van Sinderen}, Marten and Marzo, {Jose L.} and Petros Nicopolitidis",
booktitle = "Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE",
address = "Portugal",
note = "9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 , ICETE 2012 ; Conference date: 24-07-2012 Through 27-07-2012",
url = "http://www.icete.org/?y=2012",
}
RIS
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 -
