Modeling Online Browsing and Path Analysis Using Clickstream Data

Montgomery, Alan L.; Shibo Li; Srinivasan, Kannan; Liechty, John C.
September 2004
Marketing Science;Fall2004, Vol. 23 Issue 4, p579
Academic Journal
Clickstream data provide information about the sequence of pages or the path viewed by users as they navigate a website. We show how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing. We estimate this model using data from a major online bookseller. Our results show that the memory component of the model is crucial in accurately predicting a path. In comparison, traditional multinomial probit and first-order Markov models predict paths poorly. These results suggest that paths may reflect a user's goals, which could be helpful in predicting future movements at a website. One potential application of our model is to predict purchase conversion. We find that after only six viewings purchases can be predicted with more than 40% accuracy, which is much better than the benchmark 7% purchase conversion prediction rate made without path information. This technique could be used to personalize Web designs and product offerings based upon a user's path.


Related Articles

  • TAKING FLIGHT. BOYTE, TONY // NZ Marketing Magazine;Jul/Aug2011, p108 

    The article offers information on several websites that succeeded in electronic marketing in the travel industry. It says that around 800,000 customers or 53 per cent of online customers aged at least 18 years made a purchase in the sector. According to the 2011 Nielsen Online Retail Report, the...

  • Need for usability. Preston, Pieter // New Media Age;6/19/2003, Special section p4 

    Emphasizes that usability in Web site design can help businesses save and increase revenue from Internet users. Importance of Internet user experience to the success of businesses which have substantial online presence; Increase of recognition to usability as the Internet industry matures;...

  • Onsite Targeting from Knotice.  // Retail Merchandiser;Jul/Aug2009, Vol. 49 Issue 4, p7 

    The article offers information on Knotice's onsite targeting solution called Concentri SiteTarget. Onsite targeting is described as a solution for marketers looking to target Web site visitors with relevant content. According to the author, the company's solution is ideal because of its...

  • Shop till Your Mouse Drops. Maranjian, Selena // NEA Today;Apr2006, Vol. 24 Issue 7, p48 

    The article presents information related to shopping on the Internet. Free Jetsons lunchbox will be given to users who chose the By It Now feature on eBay.com. Amazon.com features auctions and fixed-price sellers offering a wide variety of wares. Advantage of selling old movies on half.com....

  • Are you really connecting?  // Furniture/Today;3/23/2009, Vol. 33 Issue 28, p2 

    The article reports on the importance of connecting with existing and potential customers in the U.S. The result of the Great Divide study, which surveyed about the tools Internet users use to find local businesses to purchase from them, shows that local business owners are missing opportunities...

  • Increasing recommended effectiveness with markov chains and purchase intervals. Gu, Wanrong; Dong, Shoubin; Zeng, Zhizhao // Neural Computing & Applications;Oct2014, Vol. 25 Issue 5, p1153 

    Recommendation system is an important component of many websites and has brought huge economic benefits and challenges for online shoppers and e-commerce companies. Existing recommendation systems focus on producing a list of products which users may be interested to purchase, while overlooking...

  • Brave New Storefront. Joyce, Kathleen M. // Promo;Noov2005, Vol. 18 Issue 12, p15 

    The article suggests that only a few retailers have acted on the Internet's potential and most online merchants have yet to deliver a truly merchandising proposition. More shoppers are spending more money to buy products online. Internet is climbing in usage and purchasing influence and is...

  • STUDY THE FIGURES.  // NZ Marketing Magazine;Jun2000, Vol. 19 Issue 5, p21 

    No abstract available.

  • Meredith guide 'Shop Online' ranks top sites. Kerwin, Ann Marie // Advertising Age;6/14/1999, Vol. 70 Issue 25, p54 

    This article features the Shop Online, a holiday Internet buying guide, created by the magazine division of Meredith Corp. Shop Online will serve as a supplement to ten Meredith titles, including Better Homes & Gardens and Ladies Home Journal. The editors of the online guide will recommend 250...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics