Click: What Millions of People Are Doing Online and Why it Matters

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Hyperion Books, Sep 2, 2008 - Business & Economics - 240 pages
20 Reviews
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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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. 

Review: Click: What Millions of People Do Online and Why It Matters

User Review  - Jbberge - Goodreads

It's cool to get an inside look at what people are doing online although things move so fast that it's already a bit dated. Interesting read though Read full review

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About the author (2008)

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, 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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