demonstration

Real-time visualization and targeting of online visitors

Authors:

Sandeep Zechariah GeorgeAuthors Info & Claims

SIGIR '14: Proceedings of the 37th international ACM SIGIR conference on Research & development in information retrieval

Pages 1253 - 1254

https://doi.org/10.1145/2600428.2611180

Published: 03 July 2014 Publication History

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Abstract

Identifying and targeting visitors on an e-commerce website with personalized content in real-time is extremely important to marketers. Although such targeting exists today, it is based on demographic attributes of the visitors. We show that dynamic visitor attributes extracted from their click-stream provide much better predictive capabilities of visitor intent. In this demonstration, we showcase an interactive real-time user interface for marketers to visualize and target visitor segments. Our dashboard not only provides the marketers understanding of their visitor click patterns, but also lets them target individual or group of visitors with offers and promotions.

References

[1]

W. W. Moe. Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology. Elsevier, 2003.

Google Scholar

[2]

A. L. Montgomery, S. Li, K. Srinivasan, and J. C. Liechty. Modeling online browsing and path analysis using clickstream data. Marketing Science. INFORMS, 2004.

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[3]

D. Pai, A. Sharang, M. M. Yadagir, and S. Agrawal. Modelling visit similarity using click-stream data: A supervised approach. In submission, SIGKDD. ACM, 2014.

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Google Scholar

[4]

N. Poggi, D. Carrera, R. Gavalda, E. Ayguadé, and J. Torres. A methodology for the evaluation of high response time on e-commerce users and sales.

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Index Terms

Real-time visualization and targeting of online visitors
1. Human-centered computing
  1. Human computer interaction (HCI)
    1. Interaction paradigms
      1. Graphical user interfaces
    2. Interactive systems and tools
      1. User interface management systems

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Published In

SIGIR '14: Proceedings of the 37th international ACM SIGIR conference on Research & development in information retrieval

July 2014

1330 pages

ISBN:9781450322577

DOI:10.1145/2600428

General Chairs:
Shlomo Geva
Queensland University of Technology
,
Andrew Trotman
University of Dunedin
,
Program Chairs:
Peter Bruza
Queensland University of Technology
,
Charles L.A. Clarke
University of Waterloo
,
Kal Järvelin
University of Tampere

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 03 July 2014

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Demonstration

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SIGIR '14

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SIGIR

SIGIR '14: The 37th International ACM SIGIR Conference on Research and Development in Information Retrieval

July 6 - 11, 2014

Queensland, Gold Coast, Australia

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SIGIR '14 Paper Acceptance Rate 82 of 387 submissions, 21%;

Overall Acceptance Rate 792 of 3,983 submissions, 20%

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Real-Time Bidding in Online Display Advertising

Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?

An economic analysis of online advertising using behavioral targeting

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