Within the Internet bubble, clickstream data warehousing was an early and innovative development. It encouraged the use of the first significant new type of data source since the relational database – the Web log. It was supposed to be possible to get inside the Web visitor's head in a way not previously imagined to create revenue opportunities. Clickstream data warehousing emerged. However, while it brought forth a tidal wave of new data points about customer clicks, it did little to support the consumption of the data and its integration and transformation into accurate, usable, trustworthy information. That transformation required a series of data processing steps, which are now part of the standard IT repertoire. The enduring truth of the post-Internet era is that data warehousing was not a paradigm shift. Therefore, it has not participated in much of the hype and meltdown that characterized the dot-com meltdown.

Fast forward to today, and successful e-tailers such as Amazon do indeed operate with terabyte clickstream data structures that are the source of significant analysis of customer behavior, CRM-type promotions and collaborative filtering. That material is now mainstream, and the surviving Web e-tailers understand the practices. Their enterprise data models (and implementations) now include key data dimensions and attributes essential to the Web such as page hierarchies, sessions, user IDs and shopping carts.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access