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What is Clickstream Data/Clicktrail

Chapter 7
Handbook of Research on Web Log Analysis
The recording of Web pages that a computer user clicks on while Web browsing or using a personal computer.
Published in Chapter:
Uses, Limitations, and Trends in Web Analytics
Anthony Ferrini (Acquiremarketing.com, USA) and Jakki J. Mohr (University of Montana, USA)
Copyright: © 2009 |Pages: 19
DOI: 10.4018/978-1-59904-974-8.ch007
Abstract
As the Web’s popularity continues to grow and as new uses of the Web are developed, the importance of measuring the performance of a given Website as accurately as possible also increases. In this chapter, we discuss the various uses of Web analytics (how Web log files are used to measure a Website’s performance), as well as the limitations of these analytics. We discuss options for overcoming these limitations, new trends in Web analytics—including the integration of technology and marketing techniques— and challenges posed by new Web 2.0 technologies. After reading this chapter, readers should have a nuanced understanding of the “how-to’s” of Web analytics.
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