click stream
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Clickstream Analysis
Presented By: -
Arindam Das (134/41)
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E-Commerce
What it is NOT!!!
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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.
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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«
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E-Commerce
What all does Clickstream data contain?
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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.
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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.
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E-Commerce
Success stories«
Columbia
University ±
Online Services ~visits from 4,000 per
week to 7,700 ± SAS®
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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®
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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.
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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
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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.
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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!!
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E-Commerce
Way ahead« E-commerce ± The beginning
E-business ± The current trend
Any website ± The future
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