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Click: What Millions of People Are Doing Online and...

Click: What Millions of People Are Doing Online and Why It MattersTitoloClick: What Millions of People Are Doing Online and Why It Matters
AutoreTancer, Bill
Prezzo
Sconto 15%
€ 17,38
(Prezzo € 20,45 Risparmio € 3,07)
CategoriaBusiness & Economics: Consumer Behavior
Computers: Internet
Computers: Social Aspects
RilegaturaHardcover
Dati221 p.; ill.
Anno2008
EditoreHyperion Books
Normalmente disponibile per la spedizione entro 5 giorni lavorativi (poche copie disponibili)

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Descrizione
Tancer searches deep inside the massive database of online intelligence to reveal the naked truth and unexpected insights about how people use the Web, navigate to sites, and search for information - and what that says about individuals and their buying habits.

Indice e argomenti trattati
Acknowledgmentsix
Introduction1
PART I: UNDERSTANDING OURSELVES11
Chapter 1: PPCùPorn, Pills, and Casinos
13
Our fascination with skin, quick fixes, and easy money.
Actions speak louder than words, as aggregate interaction with the underbelly of the Internet reveals patterns that aren't easy to ascertain from traditional sources.
Chapter 2: Getting to What We Really Think
33
Do platform stand, voting record, and integrity determine whom we vote for?
Search-term data reveals a lot about a candidate's brand and the half-life of negative information.
See how these insights may innovate the way we measure brand in the business world.
Chapter 3: Prom in January
49
Why do searches for "prom dresses" peak the first week of January?
Internet searches reveal that our gut instincts regarding seasonality are often wrong, resulting in market inefficiencies.
We have much to learn from consumers; we just have to observe collective search patterns.
Chapter 4: Failed Resolutions and the False Hope Syndrome
69
Our commitment to New Year change is surprisingly short-lived, with "diet" searches lasting less than a week.
Outrageous claims as to how we can improve ourselves with no effort lead ultimately to the downward spiral of false hope.
Chapter 5: Celebrity Worship Syndrome
87
The Internet and specifically celebrity blogs have brought unprecedented public access to the lives of celebrities, fueling our obsession with the famous.
Chapter 6: What Are You Afraid Of? and Other Telling Questions
101
We search on information about our fearsùover a thousand unique onesùfrom fear of public speaking to fear of elbows and ceiling fans.
Search engines have become a new nonjudgmental place for us to ask questions we are increasingly less likely to ask each other.
Chapter 7: Web Who.0
119
Is the 80/20 rule passe?
With all the hype around Web 2.0, surprisingly few Internet users actively create consumer-generated media, giving rise to the new 1-9-90 rule.
PART II: WHAT'S POSSIBLE WITH WHAT WE KNOW139
Chapter 8: Data Rocks and the Television-Internet Connection
141
Laptops have become increasingly popular in the living room.
Our Internet behavior reveals how we react online to what we see on the tube.
As the television-Internet gap closes, we learn what motivates us to interact.
Chapter 9: Women Wrestlers and Arbitraging Financial Markets
155
Does volume of search terms translate to popularity?
Is it possible to predict reality television show votes from how Internet users search? Near real-time Internet data provides a time advantage over traditional leading economic indicators.
Chapter 10: Finding the Early Adopters
171
New technology spreads through society in predictable segments starting with Innovators and Early Adopters.
Internet behavior viewed in the correct light can help illuminate who the Early Adopters are and what they're doing today.
Chapter 11: Super-Connectors and Predicting the Next Rock Star
185
Visitors to official band websites traditionally come from either social networks or search engines; graphing these two sources of traffic allows us to visualize Malcolm Gladwell's "tipping point."
Epilogue: Who We Are and Why It Matters199
Notes205
Glossary211
Index213

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