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Detecting Online Commercial Intention
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Predict a customer's intension to buy, sell, or complete another kind of transaction based on her search queries or recently visited URLs.
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Webpage searches display two levels of commercial intention: informational and transactional.
This tool can detect your customers' intention to acquire information or to purchase products based
on his or her search queries or recently visited URLs. For example, if a customer searches for "canon digital camera",
it is likely that he or she wants to purchase a canon digital camera; therefore, the online commercial intention is strong,
with a confidence level bigger than 0.5.
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The Online Commercial Intent (OCI) demo calculates commercial intent on a scale of 0 to 1.
Any site whose score is greater than 0.5 is considered to have commercial intent.
However, some websites that have commercial intent might produce a score of less than 0.5.
If you feel that this is the case with your website, we encourage you to contact us to help improve our scoring mechanism.
This tool could be used to find the keywords that are commercial but have low ads coverage. From SEM point of view it is useful
to find such keywords as such keywords have low bid density (low price), but high commercial value. Similarly, for an advertising engine
this could help in increasing the ad relevancy by showing fewer ads if a keyword had low online commercial intent.
Analysis Report
We have conducted an analysis reviewing the accuracy of the Query Commercial Intent
algorithm, as verified by human evaluators. The results demonstrate a 90% accuracy
rate in determining both commercial and non-commercial intent for a given list of
query terms. Please refer to the study here
for the rest of the findings.
Related publications
Detecting Online Commercial Intention (OCI)
Dai, H. (.,Zhao, L.,Nie, Z., Wen, J., Wang, L., and Li, Y. 2006. Detecting online
commercial intention (OCI). In Proceedings of the 15th international Conference
on World Wide Web (Edinburgh, Scotland, May 23 - 26, 2006). WWW'06. ACM Press, New
York, NY, 829-837. If you need more information about this tool or have some suggestion to share, please contact us.
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