Who Was the Click For? Action Address as a Missing Variable in Digital Brand Analytics
A click can be addressed to the brand, the platform or the feed itself. What do standard funnels lose when they cannot distinguish the recipient?
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The question it belongs to
Who was the click for?
Action address asks who or what an observable action is directed toward: a brand, a platform, a creator or the surrounding feed. The same recorded click may support different interpretations when its address is unobserved.
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Echo Undertow / method & research ↗Echo Compass / method & research ↗Echo Brief / method & research ↗
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Reference
Adam, Alex-George. Who Was the Click For? Action Address as a Missing Variable in Digital Brand Analytics. 10.5281/zenodo.21909471.