Innovations in click stream analysis

Pieter M. Willems and Paul Oosterveld

Clicksteps is a new approach to the analysis of click streams, i.e., the sequences of page views of individual visitors to a site.

Innovations In Click Stream Analysis

Clicksteps: a whole new sequence approach

Paul OosterveldandPieter M WillemsCentrum voor Marketing Analyses

 

INTRODUCTION

Some may envy e-marketeers for their easy access to customer behavior data. As web customers find their way through a site, they are routinely tracked and their navigational behavior is logged into a database. This database thus contains a treasure of information that is available at the press of a button or two.

Though not entirely incorrect, it is certainly a naive conception of the reality of logfile analysis, where the number of units of analysis easily...

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