LoyalTracker: Visualizing Loyalty Dynamics in Search Engines
Title | LoyalTracker: Visualizing Loyalty Dynamics in Search Engines |
Publication Type | Journal Article |
Year of Publication | 2014 |
Authors | Conglei Shi, Yingcai Wu, Shixia Liu, Hong Zhou, Huamin Qu |
Journal | Visualization and Computer Graphics, IEEE Transactions on |
Volume | 20 |
Pagination | 1733-1742 |
Date Published | Dec |
ISSN | 1077-2626 |
Keywords | Behavioral science, Data analysis, data visualisation, Data visualization, defection behavior, density map, flow metaphor, flow view, human factors, Information analysis, interactive visualization technique, log data visualization, LoyalTracker, loyalty dynamics visualization, search engine providers, search engines, Search methods, stacked graphs, switching behavior, text analysis, text visualization, Time-series visualization, user log data, user loyalty tracking, visual analytics, visual analytics system, word cloud |
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. |
DOI | 10.1109/TVCG.2014.2346912 |
Citation Key | 6876038 |
- loyalty dynamics visualization
- word cloud
- visual analytics system
- visual analytics
- user loyalty tracking
- user log data
- Time-series visualization
- text visualization
- text analysis
- switching behavior
- stacked graphs
- Search methods
- search engines
- search engine providers
- Behavioral science
- LoyalTracker
- log data visualization
- interactive visualization technique
- Information analysis
- Human Factors
- flow view
- flow metaphor
- density map
- defection behavior
- Data visualization
- data visualisation
- data analysis