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Click: What Millions of People Are Doing Online and Why It Matters (Hardcover)

by Bill Tancer (Author)

3.0 out of 5 stars See all reviews (1 customer review)

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Product details

Hardcover: 240 pages
Publisher: Hyperion Books (2 Sep 2008)
Language English
ISBN-10: 1401323049
ISBN-13: 978-1401323042
Product Dimensions: 23.6 x 16 x 2.8 cm

Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 487,495 in Books (See Bestsellers in Books)

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2 of 2 people found the following review helpful:

3.0 out of 5 stars Lessons in Learning How to Use Online Data for Market Research, 8 Oct 2008

By	Professor Donald Mitchell "Jesus Makes Me a P... (Boston) - See all my reviews (TOP 10 REVIEWER)

Like many people who do market research, Bill Tancer loves data. He is also curious when tracking clicks on the Internet show trends that don't make a lot of surface sense . . . such as when searches for prom dresses zoomed in January. In this book, he gives examples of how measuring online activity can give you clues to seasonality, how other media affect Internet behavior, how fads can be tracked and anticipated, and who will win votes and popularity contests.

The book is really about competitive intelligence, the vantage point that Mr. Tancer has as general manager at online competitive intelligence firm Hitwise. That's the book's weakness from two perspectives:

1. Mr. Tancer knows very little about market research (and sometimes little about the subjects he studies) so he has trouble getting past the noise to the cause-and-effect relationships.

2. He's very anxious for you to know what his firm does (it's a sort of long infomercial).

Unless you really want to learn about online competitive intelligence as done by Hitwise, you can skip this book.

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