Word of the Day: clickstream analysis

Word of the Day Daily updates on the latest technology terms | July 21, 2017

clickstream analysis On a Web site, clickstream analysis (also called clickstream analytics) is the process of collecting, analyzing and reporting aggregate data about which pages a website visitor visits -- and in what order. The path the visitor takes though a website is called the clickstream. There are two levels of clickstream analysis, traffic analytics and e-commerce analytics. Traffic analytics operates at the server level and tracks how many pages are served to the user, how long it takes each page to load, how often the user hits the browser's back or stop button and how much data is transmitted before the user moves on. E-commerce-based analysis uses clickstream data to determine the effectiveness of the site as a channel-to-market. It's concerned with what pages the shopper lingers on, what the shopper puts in or takes out of a shopping cart, what items the shopper purchases, whether or not the shopper belongs to a loyalty program and uses a coupon code and the shopper's preferred method of payment. Because an extremely large volume of data can be gathered through clickstream analysis, many e-businesses rely on big data analytics and related tools such as Hadoop to help interpret the data and generate reports for specific areas of interest. Clickstream analysis is considered to be most effective when used in conjunction with other, more traditional, market evaluation resources. Quote of the Day "Initially, I wanted to go after business professionals. But when we looked at all the data, we saw they were leaving the site right away. " - Sam Sisakhti   Related Terms and Tags RELATED TERMS CRM analytics bounce rate Web mining implicit data e-commerce RELATED TAGS CRM analytics and business intelligence Big data analytics   Learning Center Companies still struggle to unlock customer data analytics insight Customer data analytics is the new black in sales, marketing and service. Companies know understanding customer data will lead to success in the future. Customer personalization brings intelligence to sales and marketing Companies no longer succeed with generic messaging to customers. Companies are investing in customer personalization technologies to help them tailor messaging to their clientele's needs and preferences. Customer data silos continue to hobble the omnichannel experience Companies believe in the omnichannel experience and the ability to serve customers seamlessly across communication channels. But customer data silos still hobble the vision. Data collection practices spark debate on big data ethics, privacy The increasing emphasis on collecting and analyzing customer data is driving a debate on big data ethics and whether tighter privacy rules are needed to protect consumers. Clickstream data edges retailer into 'big data' analytics territory Big data analytics grapples with huge data sets coming at a quickening pace, but one Gartner analyst said data variety is having the greatest impact on businesses. Learn why that is and how the analytics environment is changing. Stay In Touch FOLLOW US CONTACT AN EDITOR For feedback about any of our articles or to send us your article ideas, please contact us at: mrouse@techtarget.com About This E-Newsletter This e-newsletter is published by the TechTarget network. To unsubscribe from Whatis.com, click here. Please note, this will not affect any other subscriptions you have signed up for. TechTarget, Whatis, 275 Grove Street, Newton, MA 02466. Contact: webmaster@techtarget.com Copyright 2016 TechTarget. All rights reserved.