Country Clustering Based on Search-Query Pattern Correlation

 

This paper introduces a technique to cluster regions or countries for marketing purposes. It uses information gathered through aggregated website search-query patterns, available from web logs or analytics software. Clustering done using this technique helps grouping countries that similarly respond to a particular marketing campaigns potentially reducing marketing costs. The method collects aggregated geographical and search-pattern information from keywords and the visit volume of each keyword. It uses abstract keyword logs in web analytics software to identify and understand target market segments more effectively. It is argued that actual search logs could be better indication of market behavior than language or cultural boundaries. By analyzing web logs with this technique, marketers will be able to plan marketing campaigns strategically based on the empirical data on website visitors. This data is derived from huge long-tailed keyword search sources, and ultimately helps understand and adapt better to customer’s interests. The paper starts with an introduction on the underlying problem, the analysis method, and its four basic steps: preparing the data, creating a correlation matrix, identifying criteria and region clustering using the Louvain method of community structure over random networks. The results for a specific dataset are then presented and conclude with a list of future work steps. Results in this paper show that country-based keyword analysis can yield search-query patterns that unveil connections between culturally dissimilar regions.

 
 
 
  • Hector

    SUPER interesting!

    May need some refinement as it is clustering China (green) with UK, Denmark and several African countries?

    The concept makes perfect sense, though.

    This excercise by Google to track flu breakouts may also be of interest:

    http://www.google.org/flutrends/about/how.html

    • Edgar Anzaldua

      In the results part, it explains why clustering by geographically distant regions happens. It’s interesting to see that some of the countries have similar searching behaviors than others far away from them…