How to work on Big Data and don't die trying (Spanish)

Date of publication: June 15, 2017

Company: GfK

Author: Valeria Bellani


We will illustrate the challenges of big data and applied digital research to online shopping journeys, focusing on four frequent topics: the research approach, the analysis depth, the synthesis of contradictions within sources and the need of new action standards.?Mercado Libre and GfK carried out a research project that combined the data resulting from the passive online tracking of 400 Brazilian users with further surveys to those same users to understand the reasons behind their behaviors. Indeed, we wanted to find insights about the path of online shoppers. In this paper, we will show how these problems were tackled and how the integration of data science with both a qualitative and a quantitative approach came to answer these challenges, establishing new standards on its way.

  • Video
  • This could also be of interest
Research into consumer behaviour and its motivation (English and French) Authors: Michel Agostini, Emeric Deutsch, Harry Henry, Robert C. Sorensen, Helen Dinerman, Philip L. Short, A. Mitchell, Yves Fournis, Edward Sinclair, Ernest Dichter, William Gregory, Jan van Rees, Albert A. Shea, Jan L. Wage, Salviano Cruz
Research into consumer behaviour and its motivation (French) Authors: George Gallup, Paul Lyness, Börje Lindberg, Alfred Denner, Graeme Cranch, Jean Stoetzel
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Psycho-technology and consumer research Authors: Jack G. Field
The intelligent use of psychology in marketing Authors: Julia Ann Burdus
Integration of "industrial" and "consumer" marketing research Authors: Henk L. Bos
Intentions-to-buy and claimed brand-usage Authors: Andrew S. C. Ehrenberg, Michael Bird
The measurement of pupil dilation as a market research tool Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell
What about consumer behavior and the behavioral sciences? Authors: Steuart Henderson Britt