Abstract

http://ssrn.com/abstract=1118315
 
 

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Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing


Randolph E. Bucklin


UCLA Anderson School of Management

Catarina Sismeiro


Imperial College London, Tanaka Business School


Journal of Interactive Marketing, Forthcoming

Abstract:     
Clickstream data are defined as the electronic record of Internet usage collected by Web servers or third-party services. The authors discuss the nature of clickstream data, noting key strengths and limitations of these data for research in marketing. The paper reviews major developments from the analysis of these data, covering advances in understanding (1) browsing and site usage behavior on the Internet, (2) the Internet's role and efficacy as a new medium for advertising and persuasion, and (3) shopping behavior on the Internet (i.e., electronic commerce). The authors outline opportunities for new research and highlight several emerging areas likely to grow in future importance. Inherent limitations of clickstream data for understanding and predicting the behavior of Internet users or researching marketing phenomena are also discussed.

Number of Pages in PDF File: 39

Keywords: Internet, Marketing, E-commerce, World Wide Web, Clickstream Data

JEL Classification: M31

Accepted Paper Series


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Date posted: April 9, 2008  

Suggested Citation

Bucklin, Randolph E. and Sismeiro, Catarina, Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing. Journal of Interactive Marketing, Forthcoming. Available at SSRN: http://ssrn.com/abstract=1118315

Contact Information

Randolph E. Bucklin (Contact Author)
UCLA Anderson School of Management ( email )
110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
310-825-7339 (Phone)
Catarina Sismeiro
Imperial College London, Tanaka Business School ( email )
South Kensington Campus
London SW7 2AZ
United Kingdom
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