Pinpoint the case evidence you need – search by industry, objective, media and more.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 93 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Get daily news
Do I subscribe?
Request a trial
YOU SEARCHED FOR:
REFINE YOUR RESULTS BY:
Leisure and entertainment
ESOMAR Conference papers
ARF Experiential Learning
Date: newest first
Date: oldest first
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'.
YOU ARE IN THE WARC INDEX:
Media data sources
Media research theories & ideas
is a common phrase, your search results have been restricted to items that contain this term as an exact phrase.
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the