How Unilever uses online data to map the path to purchase

This report from the ARF's Re:think conference describes a Unilever research project that monitored consumers' social media conversations and other online activity connected to meal planning, which then fed into targeted shopper marketing activity.

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.

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