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

Journal of Interactive Marketing, Forthcoming

39 Pages Posted: 9 Apr 2008  

Randolph E. Bucklin

UCLA Anderson School of Management

Catarina Sismeiro

Imperial College London, Tanaka Business School

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.

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

JEL Classification: M31

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: https://ssrn.com/abstract=1118315

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
Exhibition Road
London, Greater London SW7 2AZ
United Kingdom

Paper statistics

Downloads
1,530
Rank
8,595
Abstract Views
3,986