Using statistical testing in the evaluation of retrieval experiments
SIGIR '93 Proceedings of the 16th annual international ACM SIGIR conference on Research and development in information retrieval
Gender differences in perceptions of web-based shopping
Communications of the ACM - Evolving data mining into solutions for insights
Gender differences in collaborative web searching behavior: an elementary school study
Information Processing and Management: an International Journal
Literature derived reference models for the adoption of online shopping
Information and Management
Journal of the American Society for Information Science and Technology
The influence of task and gender on search and evaluation behavior using Google
Information Processing and Management: an International Journal
An empirical analysis of sponsored search performance in search engine advertising
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Exploring gender differences in online shopping attitude
Computers in Human Behavior
Gender differences in consumers' perception of online consumer reviews
Electronic Commerce Research
Gender-specific on-line shopping preferences
Electronic Commerce Research
From republicans to teenagers --- group membership and search (GRUMPS)
ECIR'13 Proceedings of the 35th European conference on Advances in Information Retrieval
The gender-brand effect of key phrases on user clicks in sponsored search
CHI '13 Extended Abstracts on Human Factors in Computing Systems
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In this research, we evaluate the effect of gender targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advertising campaign from a major US retailer. In order to determine the effect of demographic targeting, we classify the campaign's key phrases by a probability of being targeted for a specific gender, and we then compare the key performance indicators among these groupings using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items, and return on advertising. Findings from our research show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, generating 20 times the return of advertising than any gender targeted category. Insight from this research could result in sponsored advertising efforts being more effectively targeted to searchers and potential consumers.