Click Stream Data In The Travel Industry

Firstly, Clickstream data can be defined as a detailed log of how users navigate through a website when a task is needed to be completed. A log is created monitoring the pages visited, time spent on each page, how they came across the page and what they did after on the website. Clickstream data provides one with information on how users find the website such as issues users may be having with different webpages, critical pages etc. 

 

Challenges Of Click Stream Data

 

• Limitation of log files: Records on the computer IP address can not identify individual people only computer addresses. Therefore, any expectations concerning user sessions may be inaccurate. 
• Real-time analysis: This entails the monitoring the moves of different visitors on a website immediately they come across it, which is often used for user profiling.  Once the owners have been able to narrow down which users visit the site, decisions and recommendations will be easier. 
• Privacy: Privacy is a major issue concerning clickstream data as it is believed that we providers should not be allowed exact users behavioural data without their permission. 

Clickstream Data in The Travel Industry

 

By using clickstream data in the travel industry, it helps one know what places, activities etc. people are checking out on the web to know what the hot spots are, most importantly what to sell. By making use of clickstream data companies will know how to design their webpages ensuring traffic is driven to the right pages, this will be an advantage for the organization as they would see an increase in audience and also an increase in profit as sales would be directed to the right products.

https://datasciencecmu.wordpress.com/2014/04/08/click-stream-analysis-techniques-and-challenges/

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https://www.sciencedirect.com/topics/computer-science/clickstream-data