Display Advertising and Brand Awareness in Search Engines: Predicting the Engagement of Branded Search Traffic Visitors

Drivas, Ioannis C.; Σακάς, Δαμιανός Π.; Γιαννακόπουλος, Γεώργιος

doi:10.1007/978-3-030-57065-1_1

Cited by 5 publications

(13 citation statements)

References 23 publications

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“…There are numerous parameters that affect Organic Traffic, such as brand name and which decision makers should consider [41].…”

Section: Research Hypothesesmentioning

confidence: 99%

“…Constituted by the "Average Visit Duration", the "Pages per Visits" and the "Unique Visitors" variables [38,41,50,51] Global Rank "Global Rank" is a ranking system of the domain names appearing on a web browser. The ranking is based on the organic visibility of a given domain.…”

Section: User Engagementmentioning

confidence: 99%

“…The ranking is based on the organic visibility of a given domain. Organic visibility itself is based on the monthly organic traffic which a given domain generates from organic searches [41].…”

Section: User Engagementmentioning

confidence: 99%

“…ABMs have a dual emphasis-considering both agent behavior within the system and system operations as a whole [55]. In essence, an ABM observes, first, branded search traffic and generates web behavioral data on the user engagement on the website [41]. Second, an ABM provides feedback on the different interactions which occur within the website [41].…”

Section: Implementation Of a Predictive Agent-based Modelmentioning

confidence: 99%

“…In essence, an ABM observes, first, branded search traffic and generates web behavioral data on the user engagement on the website [41]. Second, an ABM provides feedback on the different interactions which occur within the website [41].…”

Section: Implementation Of a Predictive Agent-based Modelmentioning

confidence: 99%

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The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Σακάς

Reklitis

2021

Sustainability

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With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users.

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“…There are numerous parameters that affect Organic Traffic, such as brand name and which decision makers should consider [41].…”

Section: Research Hypothesesmentioning

confidence: 99%

Section: User Engagementmentioning

confidence: 99%

Section: User Engagementmentioning

confidence: 99%

Section: Implementation Of a Predictive Agent-based Modelmentioning

confidence: 99%

Section: Implementation Of a Predictive Agent-based Modelmentioning

confidence: 99%

See 3 more Smart Citations

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Σακάς

Reklitis

2021

Sustainability

Self Cite

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How has data-driven marketing evolved: Challenges and opportunities with emerging technologies

Rosário,

Dias

2023

International Journal of Information Management Data Insights

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Pemonitoran Paparan Merek Terfokus Menggunakan Pemodelan Topik dan Formulasi Kueri

Santosa,

Suteja,

Budi

2024

JuTISI

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Brand exposure monitoring adalah bentuk khusus dari media monitoring yang bertujuan memantau paparan merek dan brand mention pada media-media publisitas. Penelitian ini mengusulkan model kerangka kerja pemonitoran brand exposure (paparan merek) melalui analisis pada media-media publisitas memanfaatkan formulasi kueri dan pemodelan topik, bertujuan mengekstraksi topik-topik utama yang terkandung dalam media eksternal atau media massa, dan membandingkannya dengan media internal institusi. Ekstraksi topik dilakukan menggunakan metode Latent Dirichlet Allocation (LDA) pada data teks berupa SERP (Search Engine Results Page) snippets. Pemrosesan berikutnya memanfaatkan penghitungan Jaccard index dan cosine similarity. Output dari kerangka kerja berupa visualisasi topik yang merepresentasikan tema dari artikel-artikel yang memaparkan brand institusi, dan metrik pengukuran yang berguna untuk analisis pengambilan keputusan terkait pengelolaan media dan komunikasi institusi. Pengujian rancangan kerangka kerja menggunakan sampel data menghasilkan output sesuai ekspektasi, yaitu kelompok topik yang terbentuk dapat mewakili topik-topik dominan dalam kedua kategori media pada periode pemonitoran, dengan tingkat coverage tertinggi mencapai 82,69% dan similaritas 33,97%. Penggunaan metode LDA dalam penelitian ini memiliki keterbatasan, yaitu terbentuknya kelompok topik yang tidak murni berisi topik tunggal, melainkan terdiri dari beberapa subtopik. Namun demikian, hal ini tidak mengurangi kebermanfaatan kerangka kerja.

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Display Advertising and Brand Awareness in Search Engines: Predicting the Engagement of Branded Search Traffic Visitors

Cited by 5 publications

References 23 publications

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

How has data-driven marketing evolved: Challenges and opportunities with emerging technologies

Pemonitoran Paparan Merek Terfokus Menggunakan Pemodelan Topik dan Formulasi Kueri

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