Title :
Strategies of Network Advertisement for Cyber-Marketing Based on User Access Paths
Author :
Sun, Yi ; Liu, Ying ; Peng, Geng
Author_Institution :
Manage. Sch., Chinese Acad. of Sci., Beijing
Abstract :
The marketing theory indicates that the promulgating of network advertisement has a significant impact on the effectiveness of cyber-marketing. Therefore the proper strategy about network advertisement is extremely concerned with the network advertisement releaser. Using the technique of user identification and session identification, the access path (the sequence of visit pages) is analyzed on the Web log data from a certain e-commerce Website. The results show that there is significant difference in the purchasing probability of users in different access paths. According to the analysis of access path, two basic strategies of network advertisement are given.
Keywords :
Web sites; advertising; electronic commerce; identification; Web log data; cyber-marketing; e-commerce Website; network advertisement; session identification; user access paths; user identification; Advertising; Australia; Communications technology; Internet; Marketing management; Portals; Probability; Psychology; Sun; Web pages;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference on
Conference_Location :
Dalian
Print_ISBN :
978-1-4244-2107-7
Electronic_ISBN :
978-1-4244-2108-4
DOI :
10.1109/WiCom.2008.2204
