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Unveiling the online shopper's journey: How to measure the online shopper's journey through big data analysis
Includes video content
Recommended by Warc editors
Heesun Kim, Yuri Jung, Heeyoung Kim, Jiyoung Suh, Soyoung Lee, Sungeun Kwon and Minwook Kim, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper proposes a research solution for understanding shopper journeys across digital touchpoints, using a passive data collection example for smartphone purchase in the UK.
This paper proposes a research solution for understanding shopper journeys across digital touchpoints, using a passive data collection example for smartphone purchase in the UK. Traditional research methods based on participant recall are unreliable as consumers use multiple product research methods and are likely to forget. To understand natural product research behaviour data from website logs and page visits was collected and mined to examine the activity of people who had made an online purchase, working backwards from that purchase. Analysis found two main purchasing 'tracks' - one fast and one slow - with fast track consumers researching online for two weeks before making a purchase, and slow track consumers eight weeks. Significantly, it was found that the resources consulted corresponded with the track taken, allowing for different marketing strategies. The digital research process is not complicated but is repetitive, with a key touchpoint.
Beneath the surface: Uncovering the hidden motivations of mobile users
Includes video content
Recommended by Warc editors
Vicki Draper and Greg Stucky, ARF Experiential Learning, Re:Think conference, 2013
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour.
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.
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