click stream

When visitors to a domain are looking for something specific, they click on different websites. This applies in particular to online stores, where visitors look at the various products on offer. These web page views are stored and evaluated in the same way as click history.

The clickstream is the path that the visitor has taken through the web. It reflects the click history of individual Internet users. The user address or IP address of the user is registered in it, as well as the chronological order in which the Internet user called up the individual web pages, including the date and time. A separate clickstream is recorded and analyzed for each user.

The clickstream is analyzed in detail by means of clickstream analysis and conclusions are drawn about the visitor's information behavior and purchasing behavior, which in turn are incorporated into clickstream marketing. From this clickstream, the advertising server can create user profiles that can then be used to further optimize online advertising by displaying special banners.

For example, if the clickstream analysis or web analysis indicates that the visitor is a younger lady, then the banners advertising products for young ladies are displayed. If the visitor is an older gentleman, then the banner ads will change according to the target audience. As for clickstream marketing, it takes effect as soon as an already registered or returning visitor enters the online store. Since he can be identified by his user ID or IP address, he is immediately pointed to interesting products that are relevant to his field of interest.