What is clickstream?
A clickstream is a data set that contains data about clicks by a website user on a computer screen using a mouse or touchpad. This type of information provides a visual overview of user activity with detailed feedback.
Such data and related analysis facilitate market research and other scenarios related to real-time user activity.
The idea behind clickstreams is that researchers can learn a lot about user activity and the psychology of how and where users click on a website.
For example, an e-commerce website may have key product areas, sidebars, advertising banners, and other elements on a single page. Clickstreams enable marketers and other researchers to gain insight into the interests and activities of website users. Clickstream monitoring shows user success rates and can be used to monitor employee productivity.
Certain tools render the clickstream visual monitoring from a data set. For example, Hadoop is used to refine and present clickstream data.
Marketers routinely examine advanced features that combine basic clickstream data with other valuable customer data to understand how customers think, thereby creating sites and resources that are more tailored to different users.