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A poisson regression examination of the relationship between website traffic and search engine queries

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  • Heather R. Tierney

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  • Bing Pan

    ()

Abstract

A new area of research involves the use of normalized and scaled Google search volume data to predict economic activity. This new source of data holds both many advantages as well as disadvantages. Daily and weekly data are employed to show the effect of aggregation in Google data, which can lead to contradictory findings. In this paper, Poisson regressions are used to explore the relationship between the online traffic to a specific website and the search volumes for certain search queries, along with the rankings of that website for those queries. The purpose of this paper is to point out the benefits and the pitfalls of a potential new source of data that lacks transparency in regards to the raw data, which is due to the normalization and scaling procedures utilized by Google. Copyright Springer Science+Business Media New York 2012

Suggested Citation

  • Heather R. Tierney & Bing Pan, 2012. "A poisson regression examination of the relationship between website traffic and search engine queries," Netnomics, Springer, vol. 13(3), pages 155-189, October.
  • Handle: RePEc:kap:netnom:v:13:y:2012:i:3:p:155-189
    DOI: 10.1007/s11066-013-9072-x
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    References listed on IDEAS

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    1. Joseph E. Gagnon, 2008. "Inflation regimes and inflation expectations," Review, Federal Reserve Bank of St. Louis, issue May, pages 229-243.
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    More about this item

    Keywords

    Poisson regression; Search engine; Google insights; Aggregation; Normalization effects; Scaling effects; C25; C43; D83;

    JEL classification:

    • C43 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Index Numbers and Aggregation
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities

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