![](bg6.png)
as mind maps of market themes are essential to
understand the consumers’ point of view.
Component 5 –The online results must be set
based on the strategic vision.
Component 6 – Online/Offline influence – the
WA analyzes must support the total communication
mix signalizing the impacts of online and offline
efforts.
These components must be used together to
make sense.
The most relevant contribution of the WA
framework is to set parameters for analyzes
definition. Although it is not a complete guideline,
its use may ease the link of the WA analyses with
the strategic discussions.
6 CONCLUSIONS
The literature review listed some problems related to
WA. Lack of alignment with business strategy,
limitation to quantitative data, and focus on
technical report among other gaps undermine the full
potential of WA.
The cases showed this reality; only one company
explored all the WA dimensions cited in the
literature. This problem occurs because of an
exaggerated focus on tools and technologies and
fewer efforts on conceptualization of the analyzes.
The intention of this study is to help the analysts
to set relevant analyzes and to keep on tracking of
the strategic view, but do not close the discussion
about the possibilities of WA. Future studies are
necessary to verify if the WA framework is a useful
tool to configure the right analyzes.necessary to
verify if the WA framework is a useful tool to
configure the right analyzes.
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