Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websitesThis research compares four standard analytics metrics from Google Analytics with SimilarWeb using one year’s average monthly data for 86 websites from 26 countries and 19 industry verticals. The results show statistically significant differences between the two services…… Continue reading Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites
Author: Jim Jansen
SiloSolver: Algorithm for Aggregating Siloed Customer Segments in Facebook Ads Campaigns
Data silo problem refers to related datasets located in different databases, systems, or files. In the case of online advertising, performance metrics are fragmented in different campaigns and ad sets, making it difficult to compare customer segments. In this research, we present SiloSolver, an algorithm that: (a) retrieves performance metrics for different customer segments across…… Continue reading SiloSolver: Algorithm for Aggregating Siloed Customer Segments in Facebook Ads Campaigns
Next Likely Behavior: Predicting Individual Actions from Aggregate User Behaviors
We report results using n-grams to model user actions with only aggregated data and knowing little about the user. Employing a data set of 33,860 flight bookings from 4,221 passengers, we evaluate the n-gram model for the precision of predicting next likely actions. Results show that our approach can achieve a precision of 21% overall…… Continue reading Next Likely Behavior: Predicting Individual Actions from Aggregate User Behaviors
Manual and Automatic Methods for User Needs Detection in Requirements Engineering: Key Concepts and Challenges
User needs inform designers and developers of essential functionalities for requirements engineering. In this work, we summarize key concepts and challenges relating to manual and automatic user needs detection methods. We discuss six challenges with manual and eight challenges with automated methods. A. Challenges of Manual Methods • A01: Limited sample sizes. • A02: Budgetary…… Continue reading Manual and Automatic Methods for User Needs Detection in Requirements Engineering: Key Concepts and Challenges
Performance analysis of keyword advertising campaign using gender-brand effect of search queries
In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s…… Continue reading Performance analysis of keyword advertising campaign using gender-brand effect of search queries
Evaluating The Performance of Demographic Targeting Using Gender in Keyword Advertising
This research evaluates the effect of gender-targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advertising campaign from a major US retailer. In order to determine the effect of demographic targeting, we classify the campaign’s key phrases by a probability of being targeted…… Continue reading Evaluating The Performance of Demographic Targeting Using Gender in Keyword Advertising
Classifying ecommerce information sharing behaviour by youths on social networking sites
Teenagers and young adults form an economically critical demographic group and are confronted with an array of internet social networking services just as they are forming online information seeking and sharing habits. Using a survey of 34,514 respondents from myYearbook.com, the research reported in this paper is an inferential analysis of information seeking and sharing…… Continue reading Classifying ecommerce information sharing behaviour by youths on social networking sites
Bidding on the Buying Funnel for Sponsored Search Campaigns
The buying funnel is a common method of segmenting customers. In this research, we evaluate the effectiveness of the buying funnel as a model for understanding consumer interaction with keyword advertising campaigns on web search engines. We analyze data of nearly 7 million records from a 33 month, $56 million (US) search engine marketing campaign…… Continue reading Bidding on the Buying Funnel for Sponsored Search Campaigns
Interested in Short Form Advertising?
Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design (PSD) model, we experimented with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested…… Continue reading Interested in Short Form Advertising?
Why is segmentation analytics important?
Customer segmenting is the process of dividing a group of people into homogeneous subgroups that differ from other subgroups, typically based on behaviors and demographics, grounded on some product, brand, advertisement, or content, with many factors affecting product engagement by customer. The identification of customer segments has been important in marketing and advertising for some…… Continue reading Why is segmentation analytics important?