Automated attention analysis across brands and cultures in online beer marketing

Abstract

This chapter presents an extended study focused on application of automated attention analysis in online marketing. The research question we are trying to address is whether automated tools can be used to depict differences between brand related websites of beer companies. Automated and quick comparison of websites from different markets and cultures might provide stimulating and instructive feedback and thus become an invaluable tool for online marketers. In spite of being exploratory in nature, the study and indicates that the automated tools instead of human-centered attention analysis could be an inexpensive yet relevant tool for brand site development. © 2014 Springer Science+Business Media Dordrecht.