I’m reading Click, by Bill Tancer, since last week, when I saw him last, at SMX East.
It’s not a hard book to read and Bill makes a convincing point that telephone surveys are getting harder to do and more unreliable - a platform, such as Hitwise, makes up for gaps such as this by promoting the use of web search data.
And, on page 94, Bill Tancer succeeds in making a strong case for purchasing Hitwise, in order to explore cross channel synergy, such as the case with A&E networks.
What don’t I like about Clicked? Well, to me,while subjects change from chapter to chapter, the basic content is very similar. However, I’m willing to accept some repetition in order to get really good information, which the book provides.
Clicked, by Bill Tancer, worth buying and reading.
One thing I want to add - Bill Tancer writes Click to make Hitwise the star, but really, Hitwise is nothing without a insightful web analyst to use it. I read the Hitwise blog frequently, less so lately, than before, I found that most blog posts were much the same, same story, different subject - with Hitwise data as the star.
I think Bill Tancer should play down Hitwise, and play up his own insights more - though the book is wonderful opportunity to market Hitwise, it’s his insights that make the book work for me, Hitwise is just the tool for it.
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