From the course: Market Research Foundations
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Data analytics
- A few years ago, Vespa Scooters set out to attract more customers. Using analytics, they found that Vespa owners posted far more on topics related to style, fashion, architecture, design, and art. So instead of blogging just about scooters, Vespa started writing about these topics too. In just three months, Vespa drove 50,000 more visitors to their site, many using new keywords related to style and art. This meant 2,800 sales leads for Vespa, almost half of which were new to the brand. Now that's useful data. There's a lot to gain by routinely looking at data being generated by consumers. Let's dig into three types of analytics that the modern day researcher uses to learn more about their customers. The first is web analytics. Web analytics help you understand how your website visitors flow through your site and interact with specific pages. They provide insights on technical issues, content topics, and most…
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