속성기준 군집 분석 기법을 이용한 온라인 검색 광고에서의 키워드 선정 방안
Selection of Effective Keywords for Online Search Advertising Using Attribute-based Clustering Analysis
- 주제(키워드) Online Advertising , Search Advertising , Search Keywords , Clustering , Attribute-based Clustering
- 주제(기타) 경영학일반
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002513001
- 등재 KCI등재
- 발행기관 대한산업공학회
- 발행년도 2019
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000162533
- 본문언어 한국어
초록/요약
The shift from traditional advertising in mass media to individualized online advertising has brought the recentgrowth of the online advertising market. In particular, online search advertising relying on user data has becomea successful marking instrument. Designing a successful search advertising campaign is largely dependent onhow to discover high-value keywords, which are less competitive but highly relevant to the business. In thisstudy, we proposed a clustering analysis on keyword attributes to effectively find advertising keywords that arevaluable. To validate the proposed method, we analyzed the six-month data compiled from a company in Korea..
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