Clickstream
Encyclopedia
A clickstream is the recording of the parts of the screen a computer user clicks on while web browsing or using another software application. As the user clicks anywhere in the webpage or application, the action is logged on a client or inside the web server
, as well as possibly the web browser
, router, proxy server
or ad server. Clickstream analysis is useful for web activity analysis, software testing, market research, and for analyzing employee productivity.
A small observation on the evolution of clickstream tracking: Initial clickstream or click path
data had to be gleaned from server log files. Because human and machine traffic were not differentiated, the study of human clicks took a substantial effort. Subsequently Javascript
technologies were developed which use a tracking cookie to generate a series of signals from browsers. In other words, information was only collected from "real humans" clicking on sites through browsers.
A clickstream is a series of page requests, every page requested generates a signal. These signals can be graphically represented for clickstream reporting. The main point of clickstream tracking is to give webmasters insight into what visitors on their site are doing.
This data itself is "neutral" in the sense that any dataset is neutral. The data can be used in various scenarios, one of which is marketing. Additionally, any webmaster, researcher, blog
ger or person with a website can learn about how to improve their site.
Use of clickstream data can raise privacy
concerns, especially since some Internet service provider
s have resorted to selling users' clickstream data as a way to enhance revenue. There are 10-12 companies that purchase this data, typically for about $0.40/month per user. While this practice may not directly identify individual users, it is often possible to indirectly identify specific users, an example being the AOL search data scandal. Most consumers are unaware of this practice, and its potential for compromising their privacy. In addition, few ISPs publicly admit to this practice.
Since the business world is quickly evolving into a state of e-commerce, analyzing the data of clients that visit a company website is becoming a necessity in order to remain competitive. This analysis can be used to generate two findings for the company, the first being an analysis of a user’s clickstream while using a website to reveal usage patterns, which in turn gives a heightened understanding of customer behaviour. This use of the analysis creates a user profile that aids in understanding the types of people that visit a company’s website. As discussed in Van den Poel & Buckinx (2005), clickstream analysis can be used to predict whether a customer is likely to purchase from an e-commerce website. Clickstream analysis can also be used to improve customer satisfaction with the website and with the company itself. Both of these uses generate a huge business advantage. It can also be used to assess the effectiveness of advertising on a web page or site.
With the growing corporate knowledge of the importance of clickstreams, the way that they are being monitored and used to build Business Intelligence
is evolving. Data mining
, column-oriented DBMS
, and integrated OLAP systems are being used in conjunction with clickstreams to better record and analyze this data.
Clickstreams can also be used to allow the user to see where they have been and allow them to easily return to a page they have already visited, a function that is already incorporated in most browsers.
Unauthorized clickstream data collection is considered to be spyware. However, authorized clickstream data collection comes from organizations that use opt-in panels to generate market research using panelists who agree to share their clickstream data with other companies by downloading and installing specialized clickstream collection agents.
Web server
Web server can refer to either the hardware or the software that helps to deliver content that can be accessed through the Internet....
, as well as possibly the web browser
Web browser
A web browser is a software application for retrieving, presenting, and traversing information resources on the World Wide Web. An information resource is identified by a Uniform Resource Identifier and may be a web page, image, video, or other piece of content...
, router, proxy server
Proxy server
In computer networks, a proxy server is a server that acts as an intermediary for requests from clients seeking resources from other servers. A client connects to the proxy server, requesting some service, such as a file, connection, web page, or other resource available from a different server...
or ad server. Clickstream analysis is useful for web activity analysis, software testing, market research, and for analyzing employee productivity.
A small observation on the evolution of clickstream tracking: Initial clickstream or click path
Click path
A click path is the sequence of hyperlinks one or more website visitors follows on a given site. A visitor's click path may start within the website or at a 3rd party website and it continues as a sequence of successive webpages visited by the visitor....
data had to be gleaned from server log files. Because human and machine traffic were not differentiated, the study of human clicks took a substantial effort. Subsequently Javascript
JavaScript
JavaScript is a prototype-based scripting language that is dynamic, weakly typed and has first-class functions. It is a multi-paradigm language, supporting object-oriented, imperative, and functional programming styles....
technologies were developed which use a tracking cookie to generate a series of signals from browsers. In other words, information was only collected from "real humans" clicking on sites through browsers.
A clickstream is a series of page requests, every page requested generates a signal. These signals can be graphically represented for clickstream reporting. The main point of clickstream tracking is to give webmasters insight into what visitors on their site are doing.
This data itself is "neutral" in the sense that any dataset is neutral. The data can be used in various scenarios, one of which is marketing. Additionally, any webmaster, researcher, blog
Blog
A blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...
ger or person with a website can learn about how to improve their site.
Use of clickstream data can raise privacy
Privacy
Privacy is the ability of an individual or group to seclude themselves or information about themselves and thereby reveal themselves selectively...
concerns, especially since some Internet service provider
Internet service provider
An Internet service provider is a company that provides access to the Internet. Access ISPs directly connect customers to the Internet using copper wires, wireless or fiber-optic connections. Hosting ISPs lease server space for smaller businesses and host other people servers...
s have resorted to selling users' clickstream data as a way to enhance revenue. There are 10-12 companies that purchase this data, typically for about $0.40/month per user. While this practice may not directly identify individual users, it is often possible to indirectly identify specific users, an example being the AOL search data scandal. Most consumers are unaware of this practice, and its potential for compromising their privacy. In addition, few ISPs publicly admit to this practice.
Since the business world is quickly evolving into a state of e-commerce, analyzing the data of clients that visit a company website is becoming a necessity in order to remain competitive. This analysis can be used to generate two findings for the company, the first being an analysis of a user’s clickstream while using a website to reveal usage patterns, which in turn gives a heightened understanding of customer behaviour. This use of the analysis creates a user profile that aids in understanding the types of people that visit a company’s website. As discussed in Van den Poel & Buckinx (2005), clickstream analysis can be used to predict whether a customer is likely to purchase from an e-commerce website. Clickstream analysis can also be used to improve customer satisfaction with the website and with the company itself. Both of these uses generate a huge business advantage. It can also be used to assess the effectiveness of advertising on a web page or site.
With the growing corporate knowledge of the importance of clickstreams, the way that they are being monitored and used to build Business Intelligence
Business intelligence
Business intelligence mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes....
is evolving. Data mining
Data mining
Data mining , a relatively young and interdisciplinary field of computer science is the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems...
, column-oriented DBMS
Column-oriented DBMS
A column-oriented DBMS is a database management system that stores its content by column rather than by row. This has advantages for data warehouses and library catalogues where aggregates are computed over large numbers of similar data items....
, and integrated OLAP systems are being used in conjunction with clickstreams to better record and analyze this data.
Clickstreams can also be used to allow the user to see where they have been and allow them to easily return to a page they have already visited, a function that is already incorporated in most browsers.
Unauthorized clickstream data collection is considered to be spyware. However, authorized clickstream data collection comes from organizations that use opt-in panels to generate market research using panelists who agree to share their clickstream data with other companies by downloading and installing specialized clickstream collection agents.
See also
- Keystroke loggingKeystroke loggingKeystroke logging is the action of tracking the keys struck on a keyboard, typically in a covert manner so that the person using the keyboard is unaware that their actions are being monitored...
- Employee productivity
- Software Asset ManagementSoftware Asset ManagementSoftware asset management is a business practice that involves managing and optimizing the purchase, deployment, maintenance, utilization, and disposal of software applications within an organization...
- PhormPhormPhorm, formerly known as 121Media, is a Delaware, United States-based digital technology company known for its advertising software. Founded in 2002, the company originally distributed programs that were considered spyware, from which they made millions of dollars in revenue...
- Real-time MarketingReal-time marketingReal-time marketing is marketing performed "on-the-fly" to determine an appropriate or optimal approach to a particular customer at a particular time and place...
External links
- Follow Me Plugin for AWStats - adds clickstream analysis to AWStats