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LoyalTracker: Visualizing Loyalty Dynamics in Search Engines | IEEE Journals & Magazine | IEEE Xplore

LoyalTracker: Visualizing Loyalty Dynamics in Search Engines


Abstract:

The huge amount of user log data collected by search engine providers creates new opportunities to understand user loyalty and defection behavior at an unprecedented scal...Show More

Abstract:

The huge amount of user log data collected by search engine providers creates new opportunities to understand user loyalty and defection behavior at an unprecedented scale. However, this also poses a great challenge to analyze the behavior and glean insights into the complex, large data. In this paper, we introduce LoyalTracker, a visual analytics system to track user loyalty and switching behavior towards multiple search engines from the vast amount of user log data. We propose a new interactive visualization technique (flow view) based on a flow metaphor, which conveys a proper visual summary of the dynamics of user loyalty of thousands of users over time. Two other visualization techniques, a density map and a word cloud, are integrated to enable analysts to gain further insights into the patterns identified by the flow view. Case studies and the interview with domain experts are conducted to demonstrate the usefulness of our technique in understanding user loyalty and switching behavior in search engines.
Published in: IEEE Transactions on Visualization and Computer Graphics ( Volume: 20, Issue: 12, 31 December 2014)
Page(s): 1733 - 1742
Date of Publication: 06 November 2014

ISSN Information:

PubMed ID: 26356887

Funding Agency:


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