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Added on 06/30/07
If you visit a website, you leave behind a significant amount of data (mostly anonymous), whether you buy something or not. The website knows every aisle you walked down, everything you touched and everything you put in your cart and then...
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If you visit a website, you leave behind a significant amount of data (mostly anonymous), whether you buy something or not. The website knows every aisle you walked down, everything you touched and everything you put in your cart and then discarded. If you buy, the site manager has data about where you came to the website from, which promotion you are responding to, how many times you have purchased before and so on. If you simply visited and left the website, it still knows everything you did and in the exact order you did it in. Add to this the fact that now there is a massive proliferation of tools that will instantly create reports presenting data in every conceivable slice, graph, table, pivot or dump that you can imagine the challenge. Yet all this fantastic clickstream data will help you understand What happened. It is important to realize that all that data can only provide a vague hint as to Why something happened, both because clicks only represent action and are not really... See less
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