IDEAS home Printed from https://ideas.repec.org/a/now/fntmkt/1700000070.html
   My bibliography  Save this article

Leveraging Online Search Data as a Source of Marketing Insights

Author

Listed:
  • Rex Yuxing Du
  • Tsung-Yiou Hsieh

Abstract

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.

Suggested Citation

  • Rex Yuxing Du & Tsung-Yiou Hsieh, 2023. "Leveraging Online Search Data as a Source of Marketing Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 17(4), pages 227-291, August.
    • Handle: RePEc:now:fntmkt:1700000070
    DOI: 10.1561/1700000070
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1561/1700000070
    Download Restriction: no
    File URL: https://libkey.io/10.1561/1700000070?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Stephens-Davidowitz, Seth, 2014. "The cost of racial animus on a black candidate: Evidence using Google search data," Journal of Public Economics, Elsevier, vol. 118(C), pages 26-40.
    2. Simeon Vosen & Torsten Schmidt, 2011. "Forecasting private consumption: survey‐based indicators vs. Google trends," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 30(6), pages 565-578, September.
    3. Guiyang Xiong & Sundar Bharadwaj, 2014. "Prerelease Buzz Evolution Patterns and New Product Performance," Marketing Science, INFORMS, vol. 33(3), pages 401-421, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nikolaos Askitas & Klaus F. Zimmermann, 2015. "The internet as a data source for advancement in social sciences," International Journal of Manpower, Emerald Group Publishing Limited, vol. 36(1), pages 2-12, April.
    2. Kristina Gligorić & Arnaud Chiolero & Emre Kıcıman & Ryen W. White & Robert West, 2022. "Population-scale dietary interests during the COVID-19 pandemic," Nature Communications, Nature, vol. 13(1), pages 1-14, December.
    3. Caperna, Giulio & Colagrossi, Marco & Geraci, Andrea & Mazzarella, Gianluca, 2022. "A babel of web-searches: Googling unemployment during the pandemic," Labour Economics, Elsevier, vol. 74(C).
    4. Abay, Kibrom A. & Ibrahim, Hosam, 2020. "Winners and losers from COVID-19: Evidence from Google search data for Egypt," MENA policy notes 8, International Food Policy Research Institute (IFPRI).
    5. Joseph DiGrazia, 2017. "Using Internet Search Data to Produce State-level Measures: The Case of Tea Party Mobilization," Sociological Methods & Research, , vol. 46(4), pages 898-925, November.
    6. Craig A. Depken II & E. Frank Stephenson, 2017. "Copper Theft in the United States," The American Economist, Sage Publications, vol. 62(1), pages 66-76, March.
    7. Botezat, Alina, 2017. "Austerity plan announcements and the impact on the employees’ wellbeing," Journal of Economic Psychology, Elsevier, vol. 63(C), pages 1-16.
    8. Schaer, Oliver & Kourentzes, Nikolaos & Fildes, Robert, 2019. "Demand forecasting with user-generated online information," International Journal of Forecasting, Elsevier, vol. 35(1), pages 197-212.
    9. France, Stephen L. & Shi, Yuying & Kazandjian, Brett, 2021. "Web Trends: A valuable tool for business research," Journal of Business Research, Elsevier, vol. 132(C), pages 666-679.
    10. Caperna, Giulio & Colagrossi, Marco & Geraci, Andrea & Mazzarella, Gianluca, 2020. "Googling Unemployment During the Pandemic: Inference and Nowcast Using Search Data," Working Papers 2020-04, Joint Research Centre, European Commission.
    11. Shijie Lu & Koushyar Rajavi & Isaac Dinner, 2021. "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Marketing Science, INFORMS, vol. 40(3), pages 548-568, May.
    12. Martin Obschonka & Mingjie Zhou & Yixin Zhou & Jianxin Zhang & Rainer K. Silbereisen, 2019. "“Confucian” traits, entrepreneurial personality, and entrepreneurship in China: a regional analysis," Small Business Economics, Springer, vol. 53(4), pages 961-979, December.
    13. Catalina Amuedo‐Dorantes & Francisca M. Antman, 2022. "De facto immigration enforcement, ICE raid awareness, and worker engagement," Economic Inquiry, Western Economic Association International, vol. 60(1), pages 373-391, January.
    14. David H Chae & Sean Clouston & Mark L Hatzenbuehler & Michael R Kramer & Hannah L F Cooper & Sacoby M Wilson & Seth I Stephens-Davidowitz & Robert S Gold & Bruce G Link, 2015. "Association between an Internet-Based Measure of Area Racism and Black Mortality," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-12, April.
    15. Yang, Xin & Pan, Bing & Evans, James A. & Lv, Benfu, 2015. "Forecasting Chinese tourist volume with search engine data," Tourism Management, Elsevier, vol. 46(C), pages 386-397.
    16. Sansone, Dario, 2019. "Pink work: Same-sex marriage, employment and discrimination," Journal of Public Economics, Elsevier, vol. 180(C).
    17. Garz, Marcel & Maaß, Sabrina, 2021. "Cartels in the European Union, antitrust action, and public attention," Journal of Economic Behavior & Organization, Elsevier, vol. 186(C), pages 533-547.
    18. Roberta Dessi & Junjie Ren & Xiaojian Zhao, 2023. "Shame, Guilt, and Motivated Self-Confidence," Monash Economics Working Papers 2023-24, Monash University, Department of Economics.
    19. Jacques Bughin, 2015. "Google searches and twitter mood: nowcasting telecom sales performance," Netnomics, Springer, vol. 16(1), pages 87-105, August.
    20. Fu, Chun & Miller, Clayton, 2022. "Using Google Trends as a proxy for occupant behavior to predict building energy consumption," Applied Energy, Elsevier, vol. 310(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:now:fntmkt:1700000070. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucy Wiseman (email available below). General contact details of provider: http://www.nowpublishers.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.