Click: What Millions of People Are Doing Online and Why It Matters [NOOK Book]

Overview

What time of year do teenage girls search for prom dresses online? How does the quick adoption of technology affect business success (and how is that related to corn farmers in Iowa)? How do time and money affect the gender of visitors to online dating sites? And how is the Internet itself affecting the way we experience the world? In Click, Bill Tancer takes us behind the scenes into the massive database of online intelligence to reveal the naked truth about how we use the Web, navigate to sites, and search for ...
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Click: What Millions of People Are Doing Online and Why It Matters

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Overview

What time of year do teenage girls search for prom dresses online? How does the quick adoption of technology affect business success (and how is that related to corn farmers in Iowa)? How do time and money affect the gender of visitors to online dating sites? And how is the Internet itself affecting the way we experience the world? In Click, Bill Tancer takes us behind the scenes into the massive database of online intelligence to reveal the naked truth about how we use the Web, navigate to sites, and search for information--and what all of that says about who we are.

As online directories replace the yellow pages, search engines replace traditional research, and news sites replace newsprint, we are in an age in which we've come to rely tremendously on the Internet--leaving behind a trail of information about ourselves as a culture and the direction in which we are headed. With surprising and practical insight, Tancer demonstrates how the Internet is changing the way we absorb information and how understanding that change can be used to our advantage in business and in life.

Click analyzes the new generation of consumerism in a way no other book has before, showing how we use the Internet, and how those trends provide a wealth of market research nearly as vast as the Internet itself. Understanding how we change is integral to our success. After all, we are what we click.
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Editorial Reviews

Publishers Weekly

With emerging search technology that is continually gathering demographic and psychographic data on millions of Internet users both domestically and worldwide, Tancer laces together a wide range of interesting data on such things as elections, pornography, social networks and changing concepts of the fuller meaning of Web 2.0. In exploring this vast storage of correlation, Tancer identifies possible means of profit for this ever increasing body of knowledge. The audiobook comes across as one big advertisement for his company, which he mentions every couple of paragraphs. As a narrator, Tancer sounds professional, clear and deliberate, revealing a keen familiarity and command over the text. At times, his tone also betrays his own personal excitement about scouring through data to find larger meaning. However, the production is plagued with recurring background noise. A Hyperion hardcover (Reviews, July 14). (Sept.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Product Details

  • ISBN-13: 9781401395339
  • Publisher: Hachette Books
  • Publication date: 9/2/2008
  • Sold by: Hachette Digital, Inc.
  • Format: eBook
  • Pages: 240
  • Sales rank: 1,116,573
  • File size: 2 MB

Meet the Author

Bill Tancer is the General Manager of Global Research at Hitwise, an online competitive intelligence company. In addition to his weekly column, "The Science of Search," on Time.com, he has been interviewed and quoted widely in the press including the Wall Street Journal, the New York Times, USA Today, Business Week, Forbes Online and CNN Money. He has also appeared on NPR, MSNBC, Dow Jones Market Watch, CNBC, CNN Radio and CBS Radio.
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Sort by: Showing all of 5 Customer Reviews
  • Posted May 24, 2011

    more from this reviewer

    The best book on internet searching to date

    In recent years there has been a deluge of books that deal with the amazing ways that Internet has been changing our lives and the important insights that we have acquired about ourselves from this powerful new platform. And yet, most of these books leave something to be desired. They rarely go beyond what can be gleaned from the headlines by any above-average curious person. Oftentimes they focus too much on extraneous details of the life cycles of internet companies, and neglect to shed much light on what really goes behind the scenes that makes these companies so successful. This is primarily the function of the perception, real or imaginary, that the most valuable commodity that these companies have are in fact their unique insights and research, and the people in the know try to guard this information like the family jewels. With that in mind, Bill Tancer's book comes as a breath of fresh air. It is up to date with the latest thinking and research on online data mining and search strategies, and presents information that is not obvious or necessarily intuitive. He is a veteran of the field with years of experience with companies like HitWise that are at the very forefront of search technologies. He provides valuable and often hard to come by insights into how search companies try to measure and make sense of users' online behavior. Many of the examples in the book, like the searches for the contestants on the popular reality shows, are very contemporary and of interest to wider audience. Whether you are a geek with strong interest in all sorts of internet technologies, or just a curios ordinary web-surfer, this book will provide you with interesting and thought-provoking material.

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  • Posted April 20, 2009

    Very Inormative

    Very interesting reading and will probably be a very useful resource for my E-Business classes in school. It is also helpful knowledge for research and marketing applications. It offers insight to consumer behavior online which obviously is different from classic retail and even mail order.

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  • Anonymous

    Posted August 27, 2008

    clickstream analysis

    Tancer explains in a readable and intuitive manner the importance of clickstream analysis. This refers to capturing the Internet traffic of millions of users as they troll the Internet. Typically, they will be using a browser, and going to various URLs and clicking on links in downloaded pages, to in turn go to other URLs. This is combined with the very important special case where users go to a search engine (Google, Yahoo, MSN etc) and then enter queries. The author works for a company that has agreements with various ISPs that gives it access to clickstream traffic, suitably anonymised. The company has this for some 10 million users. From this aggregate, Tancer describes what might be gleaned. He does this by giving examples and anecdotes possibly deprecating a lot of math analysis. It is unclear how sophisticated the analysis is, in terms of automated algorithms. The logic in his examples is impressive, but seems mostly done at the highest wetware level, ie. manual pattern recognition. One piognant moment shines through. He looks at users making relationship related queries to search engines. 'Some of us are so troubled by our interpersonal relationships that, out of desperation, we've chosen to look to the computer servers, algorithms and indexes take make up a search engine to find the answer to our failures'. You might recall Eliza, the psychology program at MIT in the 70s. Purely text based, which, come to think of it, is what most of today's search engines are, for typical queries and results. The people who used Eliza knew that it was just a program. Some confided in it anyway, as though it was a real friend. Granted, the interplay between today's user and a search engine does not have the same mediative style. But it is as though on a much vaster scale, millions have turned to search engines for therapy. Sadly, the book does have some blemishes. Tancer uses the word 'lurker' to describe those who just go to a social network and consume what is offered, as opposed to more creative types who upload content to it. The word is ill chosen, bearing connotations of stalking. Perhaps it was picked for its colourfulness? But the people who do this 'lurking' are the vast majority of users, who do not have any bad intent. Their actions or inactions are little different from an early generation of people who watched a lot of TV. The term for the latter is couch potatoes. Far more annoying are the figures in the book. These graphs and tables have the letters FPO in large bold type imprinted in the centre. Maybe if the figures were on a webpage, this might have been ok, due to the ease with which a viewer can copy them with a browser. But on a printed page, it screws up the visual experience. Another gripe is the poor quality of what we can discern in the figures. They are low resolution screen captures. Text is hard to read. Also, when the figures are graphs, there are often 2 or more curves. There is a legend at the bottom that indicates what each curve means. But the curves are often hard to distinguish.

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  • Anonymous

    Posted April 24, 2011

    No text was provided for this review.

  • Anonymous

    Posted September 30, 2009

    No text was provided for this review.

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