Clickstream Analytics: - Submitted by Diksha Vashishth Pranav Dagar Asmita Gupta

CLICKSTREAM
ANALYTICS
MBAB406
SOCIAL MEDIA & WEB ANALYTICS
-SUBMITTED BY
DIKSHA VASHISHTH
PRANAV DAGAR
ASMITA GUPTA
CLICKSTREAM ANALYTICS
Clickstream analytics is the process of collecting, analyzing

and reporting aggregate data regarding pages a user visits
on a website and the order in which they visit them. The
path a user takes through a website is called the click
stream.
LEVELS OF CLICKSTREAM
ANALYTICS
THERE ARE TWO LEVELS OF CLICKSTREAM
Traffic Analytics Ecommerce Analytics

◦ operates at the server level ◦ effectiveness of the site in
◦ how much data is transmitted conversions/transactions.
before the user moves on. ◦ The focus is on the
customer and their
likes/dislikes
DATA
Data is obtained from the site in the form of click stream records. Each record consists of the details of
clicks by the visitors and each record contains the following details:
 Server IP
Client IP
Time stamp with Date
Status: HTTP Status code
URL requested: has three subfields namely The request method, resource requested and the protocol used
No. of bytes transferred
The country of origin for a specific request is identified using the IP address .
Click
Webicon to add
server log picture
files
• All web servers automatically log (record) each http request
Web Server
• A server log is a log file (or several files) automatically created and
maintained by a server of activity performed by it. Logging – A Log
• A typical example is a web server log which maintains a history of Record Example
page requests.
• Most log file formats can be extended to include “cookie”
information – This allows you to identify a user at the “visitor” level
Web Server Logging –

How Does it Work?
 Web servers such as Apache or Microsoft IIS record activity as they
receive and fulfill requests.
 Web servers provide general-purpose logging at a very detailed
level.
 To prepare the data for analysis, the web team must clean and
organize log records – a big job!
Log file analysis is a useful tool to:
 identify what visitors are looking for
 what content they find most interesting
 which search and navigation tools they find most useful
 whether promotions are being successful
 identify normal volatility in usage levels
 measure growth in site usage as compared to overall web usage

Enhancing marketing tactics using web analytics - some
examples
 Identify point of drop-off in registration or purchasing process.

Pinpoint problem and concentrate efforts on the apparent trouble spot to improve
conversion rates.
 Maximize cross-selling opportunities in an on-line store
Identify the top non-purchased products that customers also looked at before completing
the purchasing process.
Add these products in as suggestions
 Refine search engine placements by implementing keyword strategy
Use referrer files to identify commonly used search terms and the search engine or
directory that sent the customer. Improve web site structure using web
Improve web site structure using web analytics - some
examples
• Analysis of search logs to improve findability on the web site.
Do people search by “category” rather than “uniquely identifying” search
terms?
• Redesign home page to enhance visibility of most commonly used
links and therefore promote usability.
Demote least used items to “below the fold”
• Analyze “click paths”, entry and exit points to trace most common
routes around the site.
Identify areas where navigation seems unclear or confusing
Improve navigation to match demonstrated user preferences.
Clickstream monitoring and personalization
How does Amazon.com do that?
 This type of personalization is very complex and expensive to achieve

Existing customers and order databases must be mined for buying patterns
 People who bought a Nora Jones CD also bought a John Grisham novel
 Called collaborative filtering
 Real-time monitoring of customers on your site needed, so you can make recommendations or
special offers at the right time
 Becomes even more complex when combined with information actually provided by the
customer

Clickstream Analytics: - Submitted by Diksha Vashishth Pranav Dagar Asmita Gupta

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CLICKSTREAM

Clickstream analytics is the process of collecting, analyzing

Traffic Analytics Ecommerce Analytics

Web Server Logging –

 what content they find most interesting

 which search and navigation tools they find most useful

 whether promotions are being successful

 identify normal volatility in usage levels

 measure growth in site usage as compared to overall web usage

 Identify point of drop-off in registration or purchasing process.

 This type of personalization is very complex and expensive to achieve

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