Arun Sen
Abstract
Considering potential reasons for the underutilization of clickstream data and suggesting ways to enhance its use.
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Index Terms
- Current trends in web data analysis
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Reviews
Amit Rudra
Over the last few years, logging Web traffic and recording the corresponding data have become very important for businesses using the Web as the principal means of marketing their wares. Obviously, just recording such information is not the main reason for logging such data; rather, the analysis of this vital source of information pertaining to existing and potential customers is of paramount interest when selling merchandise on the Internet. This article outlines current trends in analyzing such information. It provides a reasonably good description of the trends toward analysis of Web data. Principally, it highlights the reasons why businesses underutilize clickstream data. Understandably, incomplete data turns out to be the main problem for this (the other two reasons are the use of too many analytical methods and inherent problems with data analysis). Written in a delightfully simple manner, the article explains all concepts covered and is readable by anyone, whether a marketing or business executive or those in information technology (IT). The authors’ framework, the Web forensic pyramid, is based on the well-known concept of Web metrics [1]. Online Computing Reviews Service
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