This chapter focussed on the "question that keeps market researchers up at night". It was heavily centered on political searches and statistics, which was timely in a way with the November 2008 election being just a few short months ago. The author debated whether the number of hits to a political website could determine the outcome of the election. He described the link between what was being talked about in the news and the increase in hits on certain sites. This shows that there is a direct correlation between what is in the news and what people want more information on (via the web). No big surprise there.
Another major topic for the author in this chapter was how marketers can utilize 'click' data to determine which products are losing market share and brand equity. The example given (p 37) was for IBM's ThinkPad brand. The main point was that "Search and Internet" behavioral data can be used to provide insight into the decision process that consumers use and can be observed without the selection biases that are often found when using traditional surveys.
On page 42, the author mentions "Google Trends", which is a service that Google offers to rank search volume of specific terms. I was unclear if this data was provided or available to anyone. May have to look this up and research further...
Some interesting terminology was used in this chapter....good key words for our presentation! Clickstream Reports was one....and still something that I wish we could somehow get our hands on!
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