The Power of the Click: a Consumer-Centric Approach Using Online Journey Mapping to Develop Consumer Personas and Predict Future Clicks

To gain insights into online consumers’ information search and purchase behavior, big data is employed to develop consumer personas via journey mapping (clickstreams). Hypotheses are developed and three studies are used to test them. Findings demonstrate that clickstreams can be used to predict future clicks, and to construct consumer personas.



Citation:

Peter Voyer, Gokul Bhandari, and Dave Bussiere (2017) ,"The Power of the Click: a Consumer-Centric Approach Using Online Journey Mapping to Develop Consumer Personas and Predict Future Clicks", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 124-129.

Authors

Peter Voyer, University of Windsor, Canada
Gokul Bhandari, University of Windsor, Canada
Dave Bussiere, University of Windsor, Canada



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



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