Strategies of Network Advertisement for Cyber-Marketing Based on User Access Paths
Yi Sun, Ying Liu, Peng Geng · 2008
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.