Current trends in web data analysis
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The problems related to the use of clickstream data utilization are discussed. Clickstream data many inherent problems that forms the basis for its underutilization. These problems include problems in data, analytical methods used with data, inherent problems in data analysis. Problems in data may be due to incompleteness, large size, or messiness in the data. Clickstream data can be analyzed using web metric-based methodologies, basic marketing metric-based methodologies, navigation-based methodologies, and traffic-based methodologies. Second-generation tools directly measure visitor interactions with Web pages using null server logging by performing browser-based measurements. Summarization of clickstream data across dimensions requires the use of non-additive and semi-additive measures across these dimensions. The size of data poses a problem as the standard analysis tools are not capable of handling such a large size and use sampling methods to process the clickstream data.
author list (cited authors)
Sen, A., Dacin, P. A., & Pattichis, C.