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refers to the path (i.e., order of pages) of a
or series of websites while using the internet. It is used to indicate what elements of a site are effective, and which are not.
The analysis of clickstream data often yields significant customer insights, for example:
What path is a
most likely to take prior to purchase?
Is there a way to make the popular paths even easier to navigate?
Should unpopular paths be changed or even eliminated?
Do purchases come at the end of lengthy or short sessions?
At what pages do sessions end?
American Marketing Association.
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
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