Evaluating the performance of demographic targeting using gender in sponsored search

Jansen, Bernard J.; Moore, Kathleen; Carman, Stephen

doi:10.1016/j.ipm.2012.06.001

Cited by 48 publications

(24 citation statements)

References 47 publications

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“…This research shows that key-phrases with more personalization (female) offers better result if the keyphrases are focused with brand effect unlike the previous study [5] done without considering branding focus. This in turn also implies that women shoppers might perceive less risk for branded advertisements.…”

Section: Discussionmentioning

confidence: 68%

“…The gender orientation of key-phrases is investigated as an aspect of human information processing and personalization [5]. Intuitively, growth in personalized results leads to increase in marketer's revenue.…”

Section: Discussionmentioning

confidence: 99%

“…To measure the effect of gender orientation of queries on the sponsored search performance Jansen, Moore and Carman [5] probabilistically classified the key-phrases Though the aforementioned research [5,7] discuss the effect of gender orientation and brand effect on the users' online searching behavior, they do not investigate the interaction effect of the combination of gender and branding focus of terms in key-phrases on sponsored search campaigns. This is important to know as the results help retailers to identify whether the gender difference with branding focus affect advertising cost and profits by means of increased personalization of the web search results.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The branded key-phrases are associated with the textual representation of brand names while the unbranded ones are key-phrases without accompanying brand names. In addition to the brand related classes, we have generated three different categories based on the gender orientation of the key-phrases:-female key-phrases, male keyphrases and neutral key-phrases re-using the data generated in prior research [5]. Taking the union of the categories formed on brand effect and gender difference, we have six different gender-brand classes of key-phrases.…”

Section: Research Questionmentioning

confidence: 99%

“…Two major issues marketers face to optimize their marketing strategies are understanding the search behavior of the consumers [6] and the attitude of the consumers towards the brand. Prior research on web demographics and the role of branding in sponsored search [5,9] illustrates the increased attention in addressing these issues.…”

Section: Introductionmentioning

confidence: 99%

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The gender-brand effect of key phrases on user clicks in sponsored search

Mukherjee

Jansen

2013

CHI '13 Extended Abstracts on Human Factors in Computing Systems

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In this research, we analyze the relationship among (1) the numbers of clicks generated by the key-phrases users provide as queries in sponsored search, (2) the interaction between the gender orientation of those key-phrases, and (3) the occurrence of branded terms in those queries. The aim of this research is increased personalization of search engine results for branded queries targeting a specific gender. This will improve the consumer's online searching experience and potential interest in ads with branding focus. Increased personalization of search engine results and enhancement of users' interest in branded ads will also increase the revenue and profit of the advertisers. Our data consists of 7 million daily records from a keyword advertising campaign from a major US retailer. We segregate the key-phrases into six different categories. The gender orientation of terms has male, female and neutral categories each with two groups: -branded and unbranded phrases. Using one way Analysis of Variance, we analyze the effect of gender orientation of both branded and unbranded key-phrases on number of users' clicks on the queries submitted to web search engine. The result shows that the means of users' clicks significantly vary among the categories. Moreover the result shows that the group formed by combination of female gender with branded terms generates maximum number of clicks among all six categories. Females may be more attracted to the use of branded terms due to the positive attitude and customer loyalty generated by brand image.

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Section: Discussionmentioning

confidence: 68%

Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Research Questionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The gender-brand effect of key phrases on user clicks in sponsored search

Mukherjee

Jansen

2013

CHI '13 Extended Abstracts on Human Factors in Computing Systems

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Fog learning for cultivating critical thinking in information seeking process

Haghparast

Abdullah

Nasaruddin

2018

Concurrency and Computation

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Fog computing has been emerged as a promising paradigm with the different applications from industry to academic area. In this paper, we proposed a new concept, namely fog learning with the aim of addressing the critical thinking as a demanding issue in academic area. Due to the distributed architecture of our fog learning model, it can be used anywhere, anytime, and with the minimum latency in comparison with the existing mobile and cloud learning models to foster the critical thinking. To test the effectiveness of the proposed method, we applied the Software Usability Measurement Inventory (SUMI) as well as the acceptance test. We firstly showed that more than 74% of participants suffered from lack of critical thinking. Moreover, the participants indicated that they use several critical thinking skills during information seeking process, which shows there are relationships between critical thinking skills and the information seeking processes.According to the relationships between critical thinking skills and the information seeking processes, we designed a prototype for cultivating of critical thinking on the basis of fog learning. The results of the prototype evaluation emphasized on its positive role to foster critical thinking. KEYWORDScritical thinking skills, fog computing, fog learning, information seeking process, postgraduate students, prototype INTRODUCTIONCritical thinking (CT) is a significant skill in the information society to recognize false, incomplete, old, or new information. One of the main goals of higher education in the information age is to make students active in the learning process. 1 Facione 2 stated that teaching students to think critically is not only important to the society in general but is also vital to the students' learning process. Most instructors claim that it is essential for students to develop CT skills when they start their academic learning because these skills help students to have purposeful and self-regulatory reasoning.CT also helps students to evaluate the opinion of others, make decisions, and arrive at a reasonable conclusion when encountering complicated problems. 3Recently, the Internet has been known as a popular information source to meet different information needs, especially during learning process of students. Due to the variety of information resources, it is an essential task for students to know how to find, analyze, and evaluate the information.The students can find proper information while they attempt to pass the information seeking processes by leveraging the CT. 4 In spite of the importance of CT in higher education and industry, feedback from the industry still indicates the lack of CT skills among new graduate students. 5,6 Therefore, the first problem of this study is lack of CT among postgraduate students who graduate from universities in a variety of degrees and disciplines. As a result, finding a solution to cultivate CT is highly required.On the other hand, well-educated persons with CT skills are able to recognize relevant information...

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Gender‐brand effect of search queries on sponsored search performance

Mukherjee

Jansen

2013

Proc of Assoc for Info

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In this research, we analyze the relationship among (1) the performance metrics of key phrases used in a sponsored search campaign, (2) the gender orientation of those key phrases, and (3) the occurrence of branded terms in those search queries. The aim of this research is increased personalization of search engine results in order to improve the consumer's online searching experience and potential interest in ads with branding focus. We segregate the key phrases into six different categories combining gender orientation with branding focus of the key phrases from a rich dataset that consists of 7 million daily records of a real time sponsored search campaign. The result of ANOVA shows that the means of sponsored search metrics significantly vary among the categories and exhibits the female's preference over branded terms.

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Evaluating the performance of demographic targeting using gender in sponsored search

Cited by 48 publications

References 47 publications

The gender-brand effect of key phrases on user clicks in sponsored search

The gender-brand effect of key phrases on user clicks in sponsored search

Fog learning for cultivating critical thinking in information seeking process

Gender‐brand effect of search queries on sponsored search performance

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