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A Guide to Data Warehousing Clickstream Data, Part 2

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:

Posted on

A Guide to Data Warehousing Clickstream Data, Part 1

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

Part 2

  • Clickstream analysis
    • Traffic analysis
    • Sales funnel analysis
    • Browse/Cart abandonment and recovery
    • Personalization
    • Tracking Experiments (A/B testing)
    • Identity Stitching
  • Conclusion

Why Cickstream Is So Important to Your Online Business

Clickstream data allows you to see what actions customers are taking on your website. Given how commerce is shifting more and more online, this data is becoming essential for your business to stay competitive. Before defining what kind of data this is, let's take a look at the main reasons why a business needs to own it in the first place.

No Data Science Without Data

The first reason why you should collect and own clickstream data is to be able to take advantage of data science. Unfortunately, as the name implies, data comes first before any science can be made and without it even the most sophisticated models won’t work. This is why you would want to pursue strategic data acquisition, which will make your business more defensible in the long run.