Leveraging Online Search Data as a Source of Marketing Insights

被引:1
作者
Du, Rex Yuxing [1 ]
Hsieh, Tsung-Yiou [2 ]
机构
[1] Univ Texas Austin, McCombs Sch Business, Austin, TX 78712 USA
[2] Northeastern Univ, Damore McKim Sch Business, Boston, MA USA
来源
FOUNDATIONS AND TRENDS IN MARKETING | 2023年 / 17卷 / 04期
关键词
online search; marketing insights; marketing research; big data; GOOGLE SEARCHES; BRAND SEARCH; TRENDS; BEHAVIOR; QUERIES; IMPACT; POWER;
D O I
10.1561/1700000070
中图分类号
F [经济];
学科分类号
02 ;
摘要
Every year billions of users around the world submit trillions of queries through online search engines such as Google, Bing, Baidu, and Yandex. Over the years, aggregated and anonymized search volume data on keywords contained in all these queries have formed an epic database of human intentions that continues to expand every day. Thanks to platforms such as Google Trends, Google Ads Keyword Planner, Microsoft Advertising Keyword Planner, Baidu Index, and Yandex Wordstat, advertisers can readily assess search engine users' collective interests over time and across geographic areas to optimize their search engine marketing efforts. In this monograph, we illustrate how online search volume data, indexed or otherwise, can be leveraged as a powerful source of marketing insights for purposes beyond search engine marketing. We do so by offering a brief tutorial on Google Trends and Google Ads Keyword Planner, two popular (and free) platforms for gathering online search trend and volume data, respectively. We review prior studies that have examined the use of aggregate online search data as (1) predictors for nowcasting and forecasting, (2) dependent variables in market response modeling, and (3) proxies for otherwise hard-to-measure constructs. In each of these three areas, we provide specific examples of applications to illustrate the power and versatility of online search data. We conclude by offering several ideas for future research where we see the full potential of online search data is still to be uncovered.
引用
收藏
页码:227 / 291
页数:65
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