Abstract:
Clicksteps is a new approach to the analysis of click streams, i.e., the sequences of page views of individual visitors to a site. It is a technique that focuses on the entire sequences, in contrast to the single page oriented focus of current weblog analysis tools. Specifically the technique is able to calculate distances between sequences, facilitating a segmentation of visitors to a website based on their navigational behavior through a site. In an empirical case study concerning a financial services site, the Clicksteps technique uncovered three types of customers and a key success feature of the site. It is concluded that this technique uncovers valuable information that is not available with other techniques. This information can be used to increase the efficiency of a site by, for example, modifying structure of a site, or changing the promotional strategy. From a wider, multi-channel perspective, results of a Clicksteps analyses can provide practical insights into the information needs of prospects and customers of a business organization.
Research Papers
Analytical CRM
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Reimar Hofmann, Michael Haft, Joachim Herbert, Gerda Jung
 
September 23, 2001
Research Papers
Beyond eyeballs
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Bonny Brown
 
June 1, 2001
Research Papers
Web site evaluation and the language of web design
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Giorgio Licastro
Company: GfK
September 15, 2001
