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Web Analytics

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Businesses invest a lot in building great websites for many reasons, however, they mostly want to attract visitors that might become customers in the future. Therefore, those businesses need to know how their websites are doing as well as if the investment they made is being paid off. In order to find out, companies should make use of Web Analytics.  The Web Analytics Association (2006) come up with a standard definition for Web Analytics, which is the "objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimize websites and marketing initiatives".   In other words, Web Analytics helps businesses learn what is happening on their websites, covering everything that the website's users are doing, how they interact with the website, where they come from, what content they like etc. For instance, it is possible for companies to  monitor visits in general, which pages were spent the most time on, how they were led to t...
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Predictive Analytics in the Streaming Industry

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According to Gartner (2019), P redictive Analytics is a form of advanced analytics which examines data or content to answer the question: “What is going to happen?” or more precisely, “What is likely to happen?”, and is characterized by techniques such as regression analysis, multivariate statistics, pattern matching, forecasting and predictive modelling. Wayne, Eckerson (2007) defined Predictive Analytics as  a set of business intelligence (BI) technologies that uncover relationships and patterns within large volumes of data that can be used to predict behaviour and events. Unlike other technologies, predictive analytics is forward-looking, using past events to anticipate the future.  In other words, predictive analytics is the use of data previously gathered as well as algorithms, Artificial Intelligence and Machine Learning process to identify the foreseeable future, driven by a historical data store. By doing that, businesses aim to not only know what has occurred but a...
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The Challenges of Clickstream Data

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While web browsing, every user’s activity on the internet are being recorded. This technique is what we call “Clickstream” and it allows businesses to know the “steps” that customers usually take on their website. It can be defined as a sequence of events that represent the visitor's actions on the website or  as the electronic record of Internet usage collected by web servers. According to Albert, Bill, Tedesco, Donna and Tullis, T. (2010),  Clickstream Data is a detailed log of how participants navigate on a website during a task. It usually includes the pages visited, time spent on each page, how they arrived on the page, and where they went next. From an accumulated view, clickstream data provide insights into how easily the site is navigated, what pages are causing the greatest confusion, and what pages are critical in reaching the desired destination. Moreover, clickstream data can assist businesses to recognise each consumer as a single person, creatin...
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