click stream

8/3/2019 Click Stream

http://slidepdf.com/reader/full/click-stream 1/16

Clickstream Analysis

Presented By: -

Arindam Das (134/41)



E-Commerce

What it is NOT!!!



E-Commerce

So what it IS?! A virtual trail that a user leaves behind while

surfing the Internet. A clickstream is a record of a user's activity on the

Internet, including Every Web site he visits

The Web site he got the link to the current site from

Every page of every Web site that the user visits

Time the user spends on a page or site,

Order in which the pages were visited

The Technical environment of the user in terms of thebrowser, network-setup, etc.



E-Commerce

What are we talking about?? What all does Clickstream data contain?

How to capture the Clickstream data?

What are the available tools?

How does the analysis benefit a E-Commercebusiness?

Some success-stories«

Some CSFs for implementation of Clickstream analysis

Way ahead«



E-Commerce

What all does Clickstream data contain?



E-Commerce

How to capture the Clickstream data? Software called the µWeb Analytics solution¶ e.g. Coremetrics,

Fireclick , and Omniture. The software or hosted service will connect to your Web site

and capture the online history of each activity for every Web site

visit. A number will build a historic relational database on everysession.

Web Analytics tools work by reading tags and links that havebeen attached to the content of the Web site. Tags and linksidentify products, promotions, and other variables.

Periodically selected information is pulled out of the from theWeb Analytics system and used as a feed into the update of the master customer database.



E-Commerce

How does the analysis benefit a E-Commerce business?

Understanding how prospects use your site differently thancustomers ± and how your best customers use it differentlythan your worst customers.

Understanding how often offline customers visit you online

and what they look at. Finding out which customers research a product online first

and then buy it offline.

Determining which products your customer looks at mostonline and then creating offers for those products (acrossmultiple channels).

Learning which online sources (search, portals, etc.) providethe customers with the highest lifetime value ± not just themost visitors or customers.



E-Commerce

Success stories«

Columbia

University ±

Online Services ~visits from 4,000 per

week to 7,700 ± SAS®



E-Commerce

Success stories« cont¶d Mobistar ±

Main telecom players inBelgium.

Active in mobile and fixedtelephony as well as datatransmission, Internet, etc.)

Mobistar is one of theoperators with the fastestgrowth in Europe.

Customer retention byfocusing on on the popular offerings & scaling up. ±SAS®



E-Commerce

Success stories« cont¶d Motorola ±

Segmenting customer

expectations about user behaviour.

Determine which ads on

which sites were

bringing traffic to its own

sites and adjust its adbookings accordingly.



E-Commerce

Success stories« cont¶d Ocado ± e-Retailer

for Groceries in UK

8 million householdsacross UK

Continuous improvement

in the site's feel and

effectiveness, while

providing excellentcustomer service



E-Commerce

Success stories« cont¶d British Airports

Authority

7 airports in the UK stakesin another 9 abroad

Company-wide intranet,designed to facilitatecommunication within thisdistributed organization.

10000 thousand users

Identify new content anddesign enhancements thatare based on proven user needs.



E-Commerce

Critical Success Factors High-quality (transaction) data

Commitment of the (senior) executives

Clearly defined strategy

Alignment between information requirements andStrategic & operational focus of the business

Highly skilled employees with analyticalcapabilities

A data-oriented culture ACTION!!



E-Commerce

Way ahead« E-commerce ± The beginning

E-business ± The current trend

Any website ± The future



E-Commerce

Lastly«

«Q & A«

click stream

Documents