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Activity Number:
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73
- Data Driven Digital and Social Media Marketing
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Type:
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Contributed
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Date/Time:
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Sunday, July 29, 2018 : 4:00 PM to 5:50 PM
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Sponsor:
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Section on Statistics in Marketing
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Abstract #327300
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Presentation
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Title:
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The Strategy and Tactics of Search Advertising Business: Evidence from the Chinese E-Commerce Market
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Author(s):
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Min Li* and Joseph Richards
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Companies:
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California State University, Sacramento and California State University, Sacramento
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Keywords:
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taobao;
online search;
online advertising strategy;
online consumer behavior
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Abstract:
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Given the rapid growth of the e-commerce market in China, there is a growing need to understand the characteristics of this market from the search advertising strategy as employed by dominant e-commerce firms in China. This paper uses the rich features of two data sets from the Chinese e-commerce giant Alibaba's paid search ranking (pay-for-performance) system on Alibaba's Taobao online shopping site taobao.com. The page view log data file contains the information about the advertisements displayed after the customer's search using keyword(s). The click log data file contains the information about the advertisements clicked by customers. Both data files contain information specific to customers including their geographic location, the time of search, and the time of clicking an advertisement. Data analysis is performed to study customers' online search behavior and to reveal insights about the online advertising strategy employed by Taobao in response to customer search. This analysis will be valuable for both Taobao and their millions of merchants who sponsor online advertisements. Insights gained can be used to develop better business models for sponsored search advertising.
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Authors who are presenting talks have a * after their name.
