Document Type

Article

Abstract

This study selects multiple indicators of Web Analytics to measure the volume and quality of traffic, and collects the time series data of a certain brand’s sales on JD.com from October 27, 2014 to June 30, 2015, using the Structural Time Series Model to analyze the effect of attracting traffic of five large-scale online promotion activities during this period. The results for the case study show that: large-scale online promotion activities have a significant positive effect on total page traffic, but the difference is showed on the quality effect of the page traffic; different activities affect the volume of unpaid traffic differently, while effects on traffic quality are not significant. This analysis may benefit e-commerce sites to develop a better strategy to carry out similar promotion activities.

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