A Web server, when properly configured, can record every click that users make on a Web site. For each click in the so-called "click stream," the Web server appends a line to a log file, recording information such as the user's identity, the page clicked and a date/time stamp. A fair amount of hype in recent software vendor messages and the IT press tells us that there's gold in the click stream, and we should be panning click-stream data to separate its gold dust from the tons of dirt carried in the current.

THE HURWITZ TAKE: As a "reality check," Hurwitz Group recently conducted a straw poll that asked: "What potential value can we glean by analyzing click-stream data?" Responses to the poll are summarized include:

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