USE OF WAVELET TECHNIQUES IN THE STUDY OF INTERNET MARKETING METRICS

Abstract

Generalized set of classic metrics for evaluating internet marketing. Existing approaches to analyzing Internet marketing metrics have been noted. The application of the wavelet analysis technique for the study of Internet marketing metrics is proposed. Wavelet coherence was chosen to unveil the ideology of using wavelet analysis techniques to study Internet marketing metrics. A comparative analysis of Internet marketing metrics on different queries based on wavelet coherence is revealed. The merits of using a coherence wavelet are exemplified by an example of a basic internet marketing metric - clicks per request. The possibility of visual analysis of Internet marketing metrics using wavelet analysis technique was noted. Specific examples of the use of coherence wavelet for analyzing Internet marketing on specific queries are given