Clickstream data refers to the data generated by the users when they perform any activity or when they navigate over a web application. It comprises valuable information for businesses that can help them quantify user’s behavior and get an idea of how effective their website is at driving sales. Also, with the help of clickstream data, businesses can understand the user experience, based on their navigation patterns. Furthermore, by analyzing clickstream data businesses can predict which page customers are likely to visit next, improve their marketing strategy, and come up with better recommendations. Show
Talk to our analytics experts to know how our big data analytics solutions can help you visualize online visitor interactions through online channels. Benefits of Clickstream Data Analysis for BusinessesClick Path OptimizationClickstream data analysis can guide businesses in website traffic analysis that can further help them in tracking the path the user takes while navigating through their website. As a result, businesses can gauge metrics that affect user experience such as the number of pages visited, page loading timings, the amount of data transmitted, and frequency of users. Furthermore, by gaining such useful insights through clickstream data analytics, businesses can optimize the click path by making minor changes to the website to reduce bounce rates and increase conversions.
Market Basket AnalysisClickstream data analysis can pave the way for market basket analysis that can give them a better understanding of aggregate customer purchasing behavior. Also, by analyzing market basket, businesses can discover the common interests of customers and common paths they take to arrive at the purchasing decision. Such valuable information can help businesses to determine the most productive path a site user can take for researching and buying a product. Next Best Product AnalysisBy leveraging clickstream data analytics, marketers can conduct the next best product analysis (NBP). With the help of this analysis, businesses can analyze what products customers prefer to buy together. This can further help them send real-time offers on such products to the customers to improve customer experience. Consequently, this can improve sales and revenue growth in the future. Better Customer SegmentationClickstream data analysis offers in-depth insights into how individual customer segments behave. This can further help them to personalize the customer experience at every touchpoint by analyzing customer behavior and interests in real-time. Additionally, customer segmentation at the granular level can establish another level of transparency and trust with customers and improve customer loyalty and retention. Quantzig’s real-time data monitoring and clickstream data analytics solutions can help you observe user activity and determine the impact of your marketing campaigns. Request a free demo to know more. ⟵ Explore other topics Alternative DataThe Essential Guide to Clickstream Data By M Science | August 11, 2022 5 MIN READ  ShareThe digital landscape has evolved at a pace greater than many organizations’ data capabilities have, leaving gaps in their understanding when it comes to digital customer journey mapping, key word trends, browsing behavior, shopper overlap, online visibility in search and e-tailers — and most importantly, competitors’ strategies and performance in driving traffic and sales. Every year, trillions of dollars are invested in digital commerce initiatives and marketing strategies, yet there is still gray area in measuring and understanding performance. Clickstream data provides crucial digital insights that enable companies to craft winning online strategies. What is clickstream data?Clickstream data acts as a window into users’ online behavior, providing details around websites visited, time spent browsing on pages, websites purchased from, and other info about their online searches and browsing behavior. Clickstream analysis gathers information from user level online activity to paint a full picture of the customer journey over time, along with browsing details and conversion data across multiple websites. What insights can clickstream data provide?Clickstream data can inform metrics and KPIs that aim to assess a company’s overall digital strategy. It also provides insights to help understand the customer journey, marketing efficiency, and other opportunities for strategic improvement. Here are some examples of questions that can be answered with clickstream data:
How can I use clickstream data?While many organizations are aware of clickstream data, many fall short when it comes to properly analyzing it to extract insights and inform their strategic initiatives. Below are a couple of examples that show how successfully leveraging clickstream data can potentially lead to improved business outcomes. Note: The examples below are hypothetical scenarios and do not represent actual client case studies. Inventory allocation and turnover: A small kitchen appliance manufacturer wants to plan their inventory and unit allocation for the upcoming quarter. By using clickstream data, the team could learn (assuming the following scenario) that Target was winning more paid traffic for air fryers and multicookers than other retailers because Target was prioritizing its marketing strategies for those products. As a result, the company could decide to allocate more units to Target and turn over inventory faster. Marketing content and investment: By using clickstream data, a grill company could learn (assuming the following scenario) that shoppers were browsing their grills but purchasing from a competitor after watching assembly instruction and grilling technique videos on YouTube featuring the competitor’s grill. The company could then launch its own YouTube channel with educational resources and video content similar to its competitor. They could also invest in influencer partnerships with YouTubers who could feature and recommend their product. These efforts could result in winning back market share from the competitor and an increase in sales. Media placement and partnership opportunities: A high end furniture company leveraged clickstream data to learn that while their shoppers were browsing for outdoor products on their website, many were also browsing for outdoor home sports equipment and installation. The company identified media placement and brand partnership opportunities by using clickstream data to determine which brands and websites shoppers have an affinity for. The Future of Clickstream DataThe clickstream analytics market is expected to reach USD 2157.90 billion by 2026, and organizations will likely need to find experienced partners to navigate shifts in the rapidly growing marketplace– while also ensuring their efforts are in line with growing privacy concerns. How M Science can helpM Science is a global data-driven research and analytics firm, with nearly 20 years of experience uncovering new insights for some of the world’s largest corporations and financial institutions. We revolutionize research by discovering new datasets and pioneering methodologies to provide actionable intelligence. Learn more at: mscience.com/corporate intelligence. M Science is a portfolio company of Leucadia Investments, a division of Jefferies Financial Group Inc. (NYSE: JEF). 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These opinions, forecasts or estimates are subject to risks, uncertainties and assumptions and there can be no assurance that future results or events will be consistent with any such opinions, forecasts or estimates. This blog is not directed to, nor intended for distribution to or use by, any person or entity (1) that is not a client or potential client of M Science or (2) that is a citizen or resident or located in any locality, state, country, or other jurisdiction where such distribution, publication, availability, or use would be contrary to law or regulation or which would subject M Science or its affiliates to any registration or licensing requirement within such jurisdiction. What is the use of clickstream?A form of Web analytics (see separate entry), clickstream analysis is the tracking and analysis of visits to websites. Although there are other ways to collect this data, clickstream analysis typically uses the Web server log files to monitor and measure website activity.
What is clickstream behavior and how is it used by the marketers?Clickstreams allow marketers and other researchers to gain insight about website user interests and activity. Clickstream monitoring reveals user success rates and may be used to monitor employee productivity. Certain tools render visual clickstream monitoring from a data set.
Is clickstream data useful?Clickstream logs
This data type provides insight into what a user is doing on the web page, and can provide data that is highly useful for behavior and usability analysis, marketing, and general research.
Why clickstream analysis is important in web mining?In clickstream analysis, it is very useful to predict where the customers are more likely to click next, given their previously followed patterns. This insight can be used to create customer personas based on real user behavior.
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