Review Article

Getting Business Insights through Clustering Online Behaviors

Table 2

Segmentation variables for behavior characteristics.

VariableExplanation

COVThe coefficient of variation of dwell time per site (“standard deviation/average” of dwell time per site)
COVERAGEThe degree to which each individual visits diverse category websites among the 1231 website categories
D_COVThe coefficient of variation of dwell time per day (“standard deviation/average” of dwell time per day)
SCH_KEYWORDSThe number of different keywords that each individual searches in a year
VDAYSTotal number of days to access the Internet in a year