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Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace

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Department of Economics and Business, University of Las Palmas de Gran Canaria, The Canary I, 35017 Las Palmas de Gran Canaria, Spain
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Department of Management, Vilnius Gediminas Technical University, 10223 Vilnius, Lithuania
*
Author to whom correspondence should be addressed.
Academic Editor: Eduard Cristobal
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2750-2767; https://doi.org/10.3390/jtaer16070151
Received: 16 July 2021 / Revised: 1 October 2021 / Accepted: 8 October 2021 / Published: 13 October 2021
(This article belongs to the Section e-Commerce Analytics)
This paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data from manually extracted and SEO software sources. With this aim in mind, we built a database with data related to the different phases of the conversion funnel of the museums to segment this online museum marketplace. In the findings, not only do we acknowledge the existence of different segments, but we also provide insight into the user’s digital behaviour by considering different metrics from the different phases of the conversion model process (awareness, consideration, conversion and loyalty). The originality of this paper is multifold. Firstly, it estimates the potential optimisation of these websites to improve the digital marketing implemented by the museum sector of the Canary Islands. Secondly, it sheds light on what benchmarking tactics and statistics procedures can be followed to carry out a non-hierarchical segmentation with standardised and comparable data. Thirdly, it contributes to the literature of digital marketing by eclectically combining the conversion funnel model, benchmarking techniques and non-hierarchical segmentation procedures. View Full-Text
Keywords: segmentation; museum; online user behaviour; digital marketing segmentation; museum; online user behaviour; digital marketing
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MDPI and ACS Style

Díaz Meneses, G.; Estupiñán Ojeda, M.; Vilkaité-Vaitoné, N. Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2750-2767. https://doi.org/10.3390/jtaer16070151

AMA Style

Díaz Meneses G, Estupiñán Ojeda M, Vilkaité-Vaitoné N. Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(7):2750-2767. https://doi.org/10.3390/jtaer16070151

Chicago/Turabian Style

Díaz Meneses, Gonzalo, Miriam Estupiñán Ojeda, and Neringa Vilkaité-Vaitoné. 2021. "Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 7: 2750-2767. https://doi.org/10.3390/jtaer16070151

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