Chapter 3 Web and social activity
Introduction
Much of the material in the previous two chapters is applicable to the realm of browsing, social media and DVGs (e.g. inference, data types, dimensions and visualization). This chapter seeks to address the remaining key topics relevant to this arena of consumer activity. One notable aspect of the new paradigm of consumption is the vast record of non-purchase activity; search, sentiment, review, tracking, comment, etc. Insight into pre- and post-purchase is now abundant for many brands; in the analogue era, purposive research was required to access such insight. This chapter reviews various metrics and measures and KPIs that have been relevant in the analogue era and ...
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