How Unilever uses online data to map the path to purchase
Geoffrey PrecourtWarc
There's one element of human nature that makes researching shopper intentions a minefield: people often don't do what they say.
That's as true online as it is in real life. In a panel at the Advertising Research Foundation's (ARF) 2012 Re:think annual conference in New York, Bob Bowman, Unilever Shopper Insights Manager, observed: "It's important to understand not just what people say online but what they're actually doing," with so much information about and so many shoppers from so many different sources.
To resolve...