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

Florian Nottorf, Andreas Mastel, Burkhardt Funk

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.

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Paper Citation


in Harvard Style

Nottorf F., Mastel A. and 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 Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012) ISBN 978-989-8565-23-5, pages 145-154. DOI: 10.5220/0004052101450154


in Bibtex Style

@conference{ice-b12,
author={Florian Nottorf and Andreas Mastel and Burkhardt Funk},
title={The User-journey in Online Search - An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data},
booktitle={Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)},
year={2012},
pages={145-154},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004052101450154},
isbn={978-989-8565-23-5},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)
TI - The User-journey in Online Search - An Empirical Study of the Generic-to-Branded Spillover Effect based on User-level Data
SN - 978-989-8565-23-5
AU - Nottorf F.
AU - Mastel A.
AU - Funk B.
PY - 2012
SP - 145
EP - 154
DO - 10.5220/0004052101450154