|Author(s): Heesun Kim, Yuri Jung, Heeyoung Kim, Soyoung Lee, Sungeun Kwon, Minwook Kim, Jiyoung Suh
Collection: Asia Pacific 2014 - Celebrating Asian Creativity
Keywords: Data Mining, Netnography (Analysis Of Web Behaviour), Purchasing Behaviour
ESOMAR Best Paper Award 2013/2014
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With the consistent growth of online retailing, clients from various categories have eagerly been interested in understanding journeys that online shoppers take. While the indirect method using observation/behavioral data has recently emerged as one of the innovative methods for this kind of data, the existing analytic methodology has been insufficient to investigate the “hidden” core of the online journey that leads to purchase. In this study, by integrating the existing path segmentation with the network analysis for each path type, we revealed an in-depth analysis on 1) the characteristics /structure of the journey itself, 2) the key touch points that serve as core nodes on each journey, and 3) the actionable marketing insights for Samsung to maximise the market opportunity.