Table of Contents
Part 1
- Why clickstream is so important to your online business
- No data science without data
- Understanding customer – key advantage
- Going beyond charts and dashboards
- What is clickstream data?
- Example data output
- You can read Part 1 here.
Part 2
- Clickstream analysis
- Traffic analysis
- Sales funnel analysis
- Browse/Cart abandonment and recovery
- Personalization
- Tracking Experiments (A/B testing)
- Identity Stitching
- Conclusion
Clickstream Analysis
When it comes to data analysis clickstream can be one of the hardest and most attractive data sets to use for a variety of purposes. The multi-variety comes from the ability to track all kinds of events that are not strictly limited to a single domain. On the other hand, it can be difficult to reconcile with other more accurate data sets like orders, due to not having 100% complete information. The inaccuracies mostly depend on how well the JavaScript tracker is working and the ability to filter out website crawlers, remove duplicate events, and identifying unique visitors. Let's say we manage to get over those hurdles and now we can see what analysis we can do with the data.
Traffic Analysis
The easiest way to utilize clickstream data is to see where a website is getting traffic from. Even though it sounds trivial given so many online tools serve this purpose, but getting true numbers down to the individual visitor level requires owning the clickstream data. We can analyze not just which source brings us most traffic, but also determine: