Abstract:

How much of a role does the search engine play in the online purchasing journey? What about social media, cyber influencers, and the e-commerce sites? As part of HP's pursuit to understand the customer's digital footprint, HP embarked on a partnership with Asia Insight, to uncover customer online behaviour in China, a highly competitive online space dominated by kings of e-commerce like Jingdong and Tmall. This study leverages an online monitoring technology to unearth the customer's actual pathways to purchase, diagnosing the-moment-of-truths across online touchpoints that trigger purchase decisions. It is further complemented with passive tracking data to help understand key online drivers that has led to brand consideration and product purchase.