Databases Reference
In-Depth Information
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Principle of uncertainty
: earlier stages of information searching are initiated by a
lack of understanding or limited knowledge [
8
]. The uncertainty principle impacts
keyphrases. (Element of Consumer, Keyphrases, and Advertisements components.)
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Recency effect
: humans tend to remember the last few items they see as com-
pared to those intermediately ranked items. The recency effect addresses why
the advertisement at the end of the list get high numbers of clicks. (Element of
Advertisements component.)
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Relevance
: how pertinent, connected, or applicable something is to a given matter.
Relevance impacts advertisements and bidding, although it is also tied to keywords
and consumers. (Element of Advertisements and Bidding components directly,
but also subsumed within human information behavior and human information
processing.)
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Serial position effect
: a position's impact on various human behaviors. Serial posi-
tion effect helps explains the effect of rank on advertisements, with the adver-
tisements in the first position on the list getting most of the clicks. (Element of
Advertisements component.)
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Signaling theory
: searchers often use clues in the decision-making process that
guide perceptions of cost, benefits, rewards, and risks associated with choices [
9
].
(Element of Advertisements component.)
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Trace data
: the traces, remains, or wear produced by processes in which people con-
duct the activities of their daily lives. These processes often create things or marks,
or reduce some existing material. Within the confines of research, these things,
marks, and wear become data. The trace data from logging software is the interac-
tions between searcher, search engines, and Web sites. This trace data then becomes
the data for sponsored-search analytics. (Element of Measurement component.)
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Unobtrusive method
: analytical practices that do not require the analyst to intrude
in the context of the actors. Unobtrusive methods do not involve direct elicita-
tion of data from those being observed. Sponsored-search analytics leverage the
unobtrusive method of data collection. (Element of Measurement component.)
Foundational Takeaways
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Sponsored search is an integrated system with structural, foundational, and inher-
ent components.
These components are composed of several elements that are key constructs of
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sponsored search.
To understand the details of sponsored search, we take a reductionist approach by
•
examining individual components and elements.
To understand the big picture of sponsored search, we take a general systems approach
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and examine the system from a cross-sectional and developmental perspective.
Relating Theory to Practice
Figure 9.1
is a generalized concept of the entire sponsored-search system. However,
we can take this general framework and apply it at a particular level, focusing in on
