The seven sages of ancient Greece advised, "Know thyself." Successful enterprises not only need to know themselves but know about their prospects, customers, employees, suppliers and other involved parties. Web-site activity analysis or clickstream analysis can provide valuable insights to help enterprises know more about the parties with which they do business and thus act more proactively toward meeting their objectives. Specifically, effective clickstream analysis can reveal:
Clickstream analysis is one of the most universal applications today. All enterprises with a Web presence have access to Web logs that capture Web-site activity. Thus, they have similar information on visitors, referrers (entities that link visitors to your site), user logins, product offerings, Web content, server hits and visits. While enterprises have this information, few take the time to manage and effectively utilize this information; and even fewer use models for integrating this information.
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