Chapter 7. Analyzing Behavioral Data
The analysis of behavior has emerged as a leading theme in ecommerce analytics - especially due to the availability of free and lower cost, powerful, and fairly easy to use analytics tools, like Google Analytics. Behavior in ecommerce refers to the ordered and unordered interactions a person has with the ecommerce experience. Digital behavior is commonly represented by the concept of a clickstream, which is a set of clicks on an ecommerce interface. Traditionally, clickstreams were associated with on-site behavior where clicks occurred. Not all behavior in 2016 is represented only through clicks (and the underlying implicit server call used to capture the behavior), and that’s why the term “clickstream” has ...
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