Summary
Information about specific live trends in different markets can be expensive to obtain, but the use of web search engine traffic can provide us with valuable tools to analyze different regions. In this chapter, we have focused on the analysis of regions at the country level, but we can also use different regional geo codes, such as US-NY representing New York.
This information can be used also in combination with sales data to obtain valuable correlations that, with causal analysis, can produce a variable that can be used for predicting behavior, as we will see in the next chapters.
The following chapters will continue to focus on the understanding of underlying value, but this time, it will be at the level of product characteristics scoring with conjoint analysis.
