Abstract:

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.