• Journal of Intelligence and Information Systems
• /
• v.20 no.2
• /
• pp.123-136
• /
• 2014

Recently, online shopping has further developed as the use of the Internet and a variety of smart mobile devices becomes more prevalent. The increase in the scale of such shopping has led to the creation of many Internet shopping malls. Consequently, there is a tendency for increasingly fierce competition among online retailers, and as a result, many Internet shopping malls are making significant attempts to attract online users to their sites. One such attempt is keyword marketing, whereby a retail site pays a fee to expose its link to potential customers when they insert a specific keyword on an Internet portal site. The price related to each keyword is generally estimated by the keyword's frequency of appearance. However, it is widely accepted that the price of keywords cannot be based solely on their frequency because many keywords may appear frequently but have little relationship to shopping. This implies that it is unreasonable for an online shopping mall to spend a great deal on some keywords simply because people frequently use them. Therefore, from the perspective of shopping malls, a specialized process is required to extract meaningful keywords. Further, the demand for automating this extraction process is increasing because of the drive to improve online sales performance. In this study, we propose a methodology that can automatically extract only shopping-related keywords from the entire set of search keywords used on portal sites. We define a shopping-related keyword as a keyword that is used directly before shopping behaviors. In other words, only search keywords that direct the search results page to shopping-related pages are extracted from among the entire set of search keywords. A comparison is then made between the extracted keywords' rankings and the rankings of the entire set of search keywords. Two types of data are used in our study's experiment: web browsing history from July 1, 2012 to June 30, 2013, and site information. The experimental dataset was from a web site ranking site, and the biggest portal site in Korea. The original sample dataset contains 150 million transaction logs. First, portal sites are selected, and search keywords in those sites are extracted. Search keywords can be easily extracted by simple parsing. The extracted keywords are ranked according to their frequency. The experiment uses approximately 3.9 million search results from Korea's largest search portal site. As a result, a total of 344,822 search keywords were extracted. Next, by using web browsing history and site information, the shopping-related keywords were taken from the entire set of search keywords. As a result, we obtained 4,709 shopping-related keywords. For performance evaluation, we compared the hit ratios of all the search keywords with the shopping-related keywords. To achieve this, we extracted 80,298 search keywords from several Internet shopping malls and then chose the top 1,000 keywords as a set of true shopping keywords. We measured precision, recall, and F-scores of the entire amount of keywords and the shopping-related keywords. The F-Score was formulated by calculating the harmonic mean of precision and recall. The precision, recall, and F-score of shopping-related keywords derived by the proposed methodology were revealed to be higher than those of the entire number of keywords. This study proposes a scheme that is able to obtain shopping-related keywords in a relatively simple manner. We could easily extract shopping-related keywords simply by examining transactions whose next visit is a shopping mall. The resultant shopping-related keyword set is expected to be a useful asset for many shopping malls that participate in keyword marketing. Moreover, the proposed methodology can be easily applied to the construction of special area-related keywords as well as shopping-related ones.

• Asia Marketing Journal
• /
• v.16 no.3
• /
• pp.23-33
• /
• 2014

The selection of keywords for bidding is a critical component of paid search advertising. When the number of possible keywords is enormous, it becomes difficult to choose the best keywords for advertising and then subsequently to assess their effect. To this end, we propose an ultrahigh dimensional keyword selection approach that not only reduces the dimension for selections, but also generates the top listed keywords for profits. An empirical analysis using a unique panel dataset from a large online clothes retailer that advertises on the largest search engine in China (i.e., Baidu) is presented to illustrate the usefulness of our approach.

• Journal of applied mathematics & informatics
• /
• v.10 no.1_2
• /
• pp.333-351
• /
• 2002

This paper introduces a search method based on conceptual graph. A hyperlink information is essential to construct conceptual graph in web. The information is very useful as it provides summary and further linkage to construct conceptual graph that has been provided by human. It also has a property which shows review, relation, hierarchy, generality, and visibility. Using this property, we extracted the keywords of web documents and made up of the conceptual graph among the keywords sampled from web pages. This paper extracts the keywords of web pages using anchor text one out of hyperlink information and makes hyperlink of web pages abstract as the link relation between keywords of each web page. 1 suggest this useful search method providing querying word extension or domain knowledge by conceptual graph of keywords. Domain knowledge was conceptualized knowledged as the conceptual graph. Then it is not listing web documents which is the defect of previous search system. And it gives the index of concept associating with querying word.

• Journal of Digital Convergence
• /
• v.17 no.12
• /
• pp.255-260
• /
• 2019

Real-time search keywords are not only limited to search keywords that are rapidly increasing interest in real-time, but also have a limitation that they are difficult to determine the sustainability as there is a difference in ranking between portal sites. Estimating sustainability for real-time search keywords is significant in terms of overcoming these limitations and providing some predictability. In particular, long-term search keywords that last for more than a month are of high value as long-lasting social issues. Therefore, in this paper, we analyze the interest based on the ranking of the real-time search keywords and the duration based on sustained weeks, days and hours of real-time search keywords by each portal site and the integrated portal site, and then estimating sustainability based on high level of interest and duration, and present a method to derive real-time search issues with high long-term sustainability.

• Journal of Digital Convergence
• /
• v.14 no.12
• /
• pp.237-243
• /
• 2016

Since realtime search keywords of portal sites are arranged in descending order by instant increasing rates of search numbers, they easily show issues increasing in interests for a short time. But they have the limits extracted different results by portal sites and not shown issues by a period. Thus, to find key issues from the whole realtime search keywords for certain period, and to show results of summarizing them and analyzing differences, is significant in providing the basis of understanding issues more practically and in maintaining consistency of them. This paper analyzes differences of week key issues extracted from week analysis of realtime search keywords provided by two typical portal sites. The results of experiments show that the portal group means of realtime search keywords by the independent t-test and the survival functions of realtime search keywords by the survival analysis are statistically significant differences.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2021.05a
• /
• pp.75-77
• /
• 2021

A variety of search engines are currently in use. The search engine supports the retrieval of data required by users through three stages: crawling, index generation, and output of search results based on meta-tag information. However, a large number of documents obtained by searching for keywords are often unrelated or scarce. Because of these problems, it takes time and effort to grasp the content from the search results and classify the accuracy. The index of search engines is updated periodically, but the criteria for weighted values and update periods are different from one search engine to another. Therefore, this paper uses the LSTM model, which extracts the relationship between keywords entered by the user and documents instead of the existing search engine, and improves the relationship between keywords and documents by entering keywords that the user wants to find.

• Journal of KIISE
• /
• v.44 no.8
• /
• pp.782-790
• /
• 2017

The service, 'Hot Search Keywords', provides a list of the most hot search terms of different web services such as Naver or Daum. The service, bases the changes in rank of a specific search keyword on changes in its users' interest. This paper introduces a temporal modelling framework for predicting the rank change of hot search keywords using past rank data and machine learning. Past rank data shows that more than 70% of hot search keywords tend to disappear and reappear later. The authors processed missing rank value, using deletion, dummy variables, mean substitution, and expectation maximization. It is however crucial to calculate the optimal window size of the past rank data. We proposed an optimal window size selection approach based on the minimum amount of time a topic within the same or a differing context disappeared. The experiments were conducted with four different machine-learning techniques using the Naver, Daum, and Nate 'Hot Search Keywords' datasets, which were collected for 2 years.

• Journal of Korean Foot and Ankle Society
• /
• v.25 no.3
• /
• pp.126-132
• /
• 2021

Purpose: This study examined whether there are seasonal variations in the number of plantar fasciitis cases from the database of the Korean Health Insurance Review & Assessment Service and an internet search of the volume data related to plantar fasciitis and whether there are correlations between variations. Materials and Methods: The number of plantar fasciitis cases per month was acquired from the Korean Health Insurance Review & Assessment Service from January 2016 to December 2019. The monthly internet relative search volumes for the keywords "plantar fasciitis" and "heel pain" were collected during the same period from DataLab, an internet search query trend service provided by the Korean portal website, Naver. Cosinor analysis was performed to confirm the seasonality of the monthly number of cases and relative search volumes, and Pearson and Spearman correlation analysis was conducted to assess the correlation between them. Results: The number of cases with plantar fasciitis and the relative search volume for the keywords "plantar fasciitis" and "heel pain" all showed significant seasonality (p<0.001), with the highest in the summer and the lowest in the winter. The number of cases with plantar fasciitis was correlated significantly with the relative search volumes of the keywords "plantar fasciitis" (r=0.632; p<0.001) and "heel pain" (r=0.791; p<0.001), respectively. Conclusion: Both the number of cases with plantar fasciitis and the internet search data for related keywords showed seasonality, which was the highest in summer. The number of cases showed a significant correlation with the internet search data for the seasonality of plantar fasciitis. Internet big data could be a complementary resource for researching and monitoring plantar fasciitis.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.39 no.3
• /
• pp.133-144
• /
• 2014

Naver, a leading search engine in South Korea, may show modified and reorganized search results for some trendy and popular keywords; when popular words such as the titles of soap operas and films are searched for,all the detailed and well-organized information regarding them can be presented. By recognizing that search engines may modify and reorganize search results for some popular keywords, we mathematically model the impact of the degree of modification of search results on the search engine's profit to derive its optimal modification degree. We show how the optimal degree of search result modification may change according to the different shapes of the search engine's advertising revenue function.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2007.02a
• /
• pp.116-119
• /
• 2007

In a keyword search scheme a user stores encrypted data on an untrusted server and gives a database manager a capability for a keyword which enables a database manager to find encrypted data containing the keyword without revealing the keyword to the database manager. Conjunctive keyword search scheme enables a user to obtain data containing all of several keywords through only one query. One of the security requirements of conjunctive keyword search schemes is that a malicious adversary should not be able to generate new valid capabilities from the observed capabilities. In U:5 paper we show that conjunctive keyword search schemes are not secure. In particular, given two capabilities corresponding two sets of keywords, an adversary is able to generate a new capability corresponding to the dierence set of two keywords sets.