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

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.

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

Heesun Kim, Yuri Jung, Heeyoung KimSamsung ElectronicsJiyoung Suh, Soyoung LeeCheil CommunicationsSungeun Kwon and Minwook KimTNS

Introduction

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands