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Click: What Millions of People Are Doing Online and Why it Matters Hardcover – 2008
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Top Customer Reviews
What it is is something in the same vein as Blink, or Nudge, or Freakonomics. In other words, the author looks at some data and, in a lighthearted way, makes some interesting connections that tell us some very interesting things about ourselves.
In this case, the data is what criteria people enter into search engines. The idea is that this information helps reveal a true picture of ourselves. Ask yourself, what would you trust more when it comes to surveying people's attitudes on pornography - a telephone (or in-person!) survey or detailed data about what people type into a search engine late at night in the privacy of their own homes?
The fun thing about this book is how much data the author has at his fingertips and how much fun he has in seeing odd patterns develop over time or in finding odd correlations - and then trying to figure out why.
Take, for example, prom dresses ... There is an expected bump in searches right before prom time - but also one at the beginning of the year. Why? Well, it turns out that there are basically two different customer groups. One is the girl - social, fashion forward, probably a little more traditional, richer - who is really into it. She reads the fashion magazines that feature prom wear (and that come out in January) and then starts preparing.Read more ›
The book is written in an acedotal style that is distracting from the message of the book; it is similar to listening to a person with ADD or a person jumping around the web on semi-related web links. The underlying message that real-time consumer/web user data is very powerful when you have access to it and know what you are doing is hidden below the self-grandizing of the author.
The author makes references to searches / research that only someone who has access to the search data of his firm (name left out intentionally) through out the book. It is annoying as no one but a client of his firm could really attempt what he describes in the book. Note: You will not get great insights into what can be done. He only hints at it as the searches being described would be fairly obvious to someone familiar with the data being gathered by the author's firm or other firms specializing in web traffic information gather. It seems that he is looking for potential consulting gigs with other businesses.
The book is clearly an informercial for the client's firm. There are not great insights to be had by reading the book. The chapter on why prom dress searches spiking in January could easily be answered by asking a teenage where magazine ads for the Prom start to come out -- a pretty obvious logical why to find out. If the author has described his methods from the ground up including what data was available, the book would be much more useful for someone new to web marketing and what data is being gathered by web information companies.
The prose is not terribly well written. The author uses a circular style of writing that takes a while to get to the "wheat" amongst his self-grandizing "chaff".Read more ›
All of us tell little white lies. We all holds back the full truth more often than we will admit. Our partners, our family, our friends -- they only get a portion of the whole picture. Yet to a perfect stranger we are willing to tell the whole story. We leave nothing out; we spill our emotions, our fears and our curiosity to it without a second thought. That stranger in the night? None other than your search engine of choice. It knows more about us and what we do than our closest friend or trusted life partner.
The data reveals more about our habits and beliefs than many of us want to even admit to ourselves. We tell search engines more about out hates, our fetishes, our hungers and our pains than you could possibly imagine. When our collective searches are pulled together and analyzed, they reveal fascinating habits and trends amongst different parts of the population. Things that no survey could come close to telling us.
This book is not only suited for business people who want to understand how to analyze click and search data, but also for those of us out there who want to understand and know more about the sociology of the web itself. If you are anything like me, you will finish reading this book with a lot more questions running through your mind than before you started. If nothing else, it will help you see the Internet -- and people -- in ways you never have before.
Most Recent Customer Reviews
Who would know that people are more depressed during Thanksgiving than in January? Well data and search results will tell you that. Read morePublished 7 months ago by Vinay D. Cardwell
Great book by Bill Tancer! Great insights into digital marketing. He has some entertaining stories, too....makes it more fun to readPublished 11 months ago by Penny D.
Published in 2008, so some of the data is a little outdated now, but a lot of the concepts are still applicable. Read morePublished 14 months ago by Jenny
After I had bought this book I found it in my building's basement laundry room. I felt a little cheated. Read morePublished 22 months ago by Ken ReCorr
Hs to be readen if you are in the area. With THE LONG(ER) TAIL and SPREADABLE MIDIA it almost all you need to know...Published 24 months ago by Oswaldo PEPE
I found this book informative and enjoyable, for multiple reasons.
First, the book did a good job on its overt topic, that of "what people are doing online and why... Read more
This was an enjoyable read. It should be looked at as nothing more than light and interesting take on the new phenomena of the search engine. Read morePublished on June 29, 2014 by Dave
Reading this book some 5 years after it was released (in 2008), much of it now seems obvious (at least to me). Read morePublished on October 24, 2013 by G. Kettles