Review Article
Getting Business Insights through Clustering Online Behaviors
Table 2
Segmentation variables for behavior characteristics.
| Variable | Explanation |
| COV | The coefficient of variation of dwell time per site (“standard deviation/average” of dwell time per site) | COVERAGE | The degree to which each individual visits diverse category websites among the 1231 website categories | D_COV | The coefficient of variation of dwell time per day (“standard deviation/average” of dwell time per day) | SCH_KEYWORDS | The number of different keywords that each individual searches in a year | VDAYS | Total number of days to access the Internet in a year |
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