Leveraging Online Search Data as a Source of Marketing In...
Du, Rex Yuxing / Hsieh, Tsung-Yiou Leveraging Online Search Data as a Source of Marketing Insights is written with two main audiences in mind. For practitioners, it offers a guide on how best to utilize platforms such as Google Trends and extract actionable insights for a wide array of business decisions illustrated with real-world example applications. For academics, it provides a literature review and a framework that integrates the various avenues through which online search...