Lecture: The Analysis of Clickstream Data in the US and European Airline Markets
Speaker: Professor Dr Christopher P. Holland
Time: 10:00 a.m., 19th Sep. , 2018
Venue: Room 402, Tongji Building A
Abstract:
Big data is a term used to describe data with the characteristics of high volume, velocity and variety with the potential for veracity and value. Clickstream data is a direct measure of search and buying behavior, and is an important type of big data. A key challenge in decision-making theory, Operational Research (OR) and digital marketing is the analysis and interpretation of clickstream data to support decision-making and
shape digital marketing strategies. To explore the problem of analysing complex search behaviour using clickstream data, two main analytical techniques are used: set theory and Markov chain analysis. The
conceptual ideas are applied to airline market data in the US and Europe.The results show that narrow search patterns are the norm and that consumer attention is a scarce resource. The interaction effects of search intermediaries and direct search with airline websites are explored, and it is shown that the search process can be modelled as a series of discrete choices that define a comprehensive search path. These search trajectories are used as the basis for developing an analytical framework that measures online behaviour at the level of the market, which creates new possibilities for assessing online firm performance and for online market segmentation. The theoretical and managerial implications of the results are described and future research opportunities are outlined.
Bio:
Dr Holland is Professor of Information Management at Loughborough University. He has worked at the interface of business and technology for over 30 years with a range of international business organisations. His current research focuses on the related areas of decision-making theory, consumer search and buying behavior, and digital strategy. He has published research articles in leading strategy, management and
technology journals including Strategic Management Journal,Organization Science, Sloan Management Review, Communications of the ACM, Journal of Strategic Information Systems, Journal of Medical
Internet Research, Decision Support Systems, the International Journal of Electronic Commerce, Journal of Business Research and the Journal of Medical Internet Research. His academic research has been cited in 4,909 papers and has an h-index of 30, which indicates a balanced, high impact research profile in terms of both the quality and quantity of his academic publications over a long period of time. Dr Holland has consulted with a wide range of business organisations in banking, insurance, airline, technology, sports, grocery, and telecommunications markets. He is a regular presenter at international academic and business conferences.