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Data Mining For Analysing Trends And Customer Behaviour Via Internet Searches

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  • Mioara POPESCU

Abstract

The potential of analysis the web searches has been drawing attention of the scientific community for a few years. Despite the large amount of data publicly available from the internet searches, the opportunities for more advanced analysis are still relatively unexplored. The main objective of this paper is to analyse how the web searches can be used as an indicator for different marketing campaigns and strategies. The first analysis explores the possibility to measure the impact and results of the marketing campaigns by the volume of web searches from the period when the campaign was implemented. The second analysis aims to predict the customer behaviour based on the web searches, from the keywords correlation. Public data extracted from search engines has been used for both analyses together with tools used for analysis of trends and correlations of web searches.

Suggested Citation

  • Mioara POPESCU, 2018. "Data Mining For Analysing Trends And Customer Behaviour Via Internet Searches," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(20), pages 1-7.
  • Handle: RePEc:alu:journl:v:1:y:2018:i:20:p:7
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    Keywords

    Data Mining; Web Mining; Correlation; Trends; Pearson Coefficient;

    JEL classification:

    • C53 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Forecasting and Prediction Models; Simulation Methods
    • J11 - Labor and Demographic Economics - - Demographic Economics - - - Demographic Trends, Macroeconomic Effects, and Forecasts
    • E24 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Employment; Unemployment; Wages; Intergenerational Income Distribution; Aggregate Human Capital; Aggregate Labor Productivity

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