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Online Marketplace Analysis: Micro-Environment & Macro-Environment
Online Marketplace Analysis: Micro-Environment & Macro-Environment
Online Marketplace Analysis: Micro-Environment & Macro-Environment
https://www.hitwise.com/en/consumer-insights/
Tools for marketplace analysis
• Nielsen: www.nielsen-netratings.com
• IMRG: www.imrg.org.
Issues in analysing the online marketplace
• Transact online
• different types of transactions, not just sales, e.g.
support, forum comments, etc.
Consumer characteristics
• Demographics:
• Age, gender, social group
• Webographics
• Access methods and times
• Personas*
• are semi-fictional characters designed to mimic behavior patterns shared by
your customers
*https://www.inalign.com/blog/developing-buyer-personas-successful-marketing-starts-here
How to create personas
• Xtensio
• User Forge
• Smaply
Information/experience seeking behaviour models