Unveiling the online shopper's journey: How to measure the online shopper's journey through big data analysis

Heesun Kim, Yuri Jung, Heeyoung Kim
Samsung Electronics
Jiyoung Suh, Soyoung Lee
Cheil Communications
Sungeun Kwon and Minwook Kim


In spite of the financial crisis which dealt a severe blow to the world economy in 2009, internet retailing has been growing consistently in the UK. It is particularly notable that the growth rate increased by 19% year on year in 2011 and the market size is expected to be £ 40 billion by 2016 (Euromonitor International, 2012). However, manufacturers still aren't able to understand the complexities that online consumers face in searching information, and derive directions for effective marketing communication based on the understanding of consumer behaviors.