Editorial: the golden age of consumer research

نویسنده

J. Christopher Westland

چکیده

Twentieth century retail innovator John Wanamaker lamented that ‘‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half.’’ This all changed radically in the opening years of the twenty first century when search giant Google applied Garfield’s [1] bibliometric tools to advertising. Google takes cues from keywords input to its core search engine, and translates these to deliver relevant ads to consumers. Facebook has extended this model, taking cues from friendship and posting networks, political views, interests, and numerous other measures of a consumer’s social life, translating these into relevant ad placements. Together these two internet giants control 40 % of the $150 billion internet advertising market, with additional share controlled by internet retailers Alibaba and Amazon. Internet retailers waste very little money, and when they do, they know about it quickly. Massive dollar flows in e-commerce have ushered in a golden age of consumer research, making available nearly limitless volumes of data on consumer interests, personalities, demographics, intentions and purchase actions all funneled through our favorite internet browsers. Machine learning, statistical analysis and graph theory have reached an unprecedented level of integration in R, Mathematica and other tools, and can reliably compute demand curves, elasticities, surpluses and other mathematical depictions of consumer behavior. Google, Facebook, Amazon and other internet firms make it a priority to share marketing data with users and researchers, offering APIs, code bases, and state-of-the-art analysis tools. The wealth of new data and tools being freely distributed to researchers should have encouraged an explosion of innovation in consumer research. So far, academe

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

The reproductive biology of golden barb (Barbus luteus Heckel, 1843) in Maroon River, Iran

Golden barb (Barbus luteus) is one of the species in south and southwest of Iran which is greatly favorable to residents of the region. Unfavorable ecological conditions in habitat of this species and overfishing have led to reduction of the population of golden barb. Therefore, to restore the natural stock of this species, identifying its reproductive cycle associated with its habitat is of a ...

متن کامل

A golden rule or a golden guide?

Editor’s Note: Submissions to this column may be in the form of papers, essays, poetry, or other similar forms. Editorial assistance will be provided to develop early concepts or drafts. If you have a potential submission or idea, or if you would like reactions to a document in progress, contact the series editor directly: William D. Grant, EdD, SUNY Upstate Medical University, Department of Fa...

متن کامل

Green Marketing and Its Impacts on Consumer Behavior in Sports Shops

The aim of this study was investigation of green marketing and its impacts on consumer behavior in sports shops in East Azerbaijan province of Iran. The present study is functionalized by objectives and done by field. The study statistical society was sports shops in East Azerbaijan and 210 samples were chosen randomly according to Morgan sampling method and 196 questionnaires were collected ...

متن کامل

Traces of Greek Mythology in Samuel Beckett’s Waiting for Godot

This study addresses Samuel Beckett’s most celebrated play, Waiting for Godot, in an effort to analyze its characters from a novel perspective. Since Greek mythology has been undisputedly influential on Western culture and literature, the researcher attempts to investigate a connection between Greek mythology and the play. This study aims to reveal that even after more than fifty seven years of...

متن کامل