Tap Stream data (click Stream) and its application

Clickstream (click Stream) is the track on which users continue to access the site. As we all know, each visit to the site contains a series of click Action Behavior, these click Behavior data constitute the Clickstream data (click on the Stream), which represents the user to browse the entire process of the site. At present, there are many ways to get the clickstream data, such as the event capture through JS, the collection of the client application, the website log analysis and so on, this article only takes the website log analysis as an example to expound.

Click Stream and site log is two different concepts, click Stream is from the user's point of view, pay attention to the user to browse the entire process of the site, and the site log is for the entire site, it contains user behavior data, server response data and many other log information, we through the analysis of the site log can get the user's clickstream data. For more information on clickstream data, we recommend reading the book "Clickstream Data Warehouse".

Clickstream data is the main data base for website operations analysis. User-based clickstream data can be used for a series of analyses such as user behavior, user loyalty, user value, and system optimization. So what does the user's clickstream data contain? How do we get these clickstream data? Let's take a look at the composition of the site and some basic principles of how users visit the site. First, the site is composed of multiple pages (page), when the user visits multiple pages, the page and the page is the referrers parameter to identify the parent page source. As a result, we can determine the order in which pages are accessed sequentially. Second, each visit to the site is visible as a session, and a different sessionid will be used to uniquely identify each session in the site log. With the combination of SessionID and referrers, we can determine the order in which each user visits the Web site sequentially. If you think of page as "point", then we can easily describe the session as a "line", that is, the user's clickstream data trajectory curve.

650) this.width=650; "Src=" http://home.51cto.com/thumb.php?w=600&h=600&t=f&url=http://s3.51cto.com/ Wyfs02/m00/58/a0/wkiom1s2a0ugjftqaabh__i31pg160.jpg "width=" 556 "height=" 169 "alt=" wkiom1s2a0ugjftqaabh__ I31pg160.jpg "/>

Let's take a look at what regular clickstream data can be extracted based on session and page:

650) this.width=650; "Src=" http://home.51cto.com/thumb.php?w=600&h=600&t=f&url=http://s3.51cto.com/ Wyfs02/m01/58/9d/wkiol1s2bbajpptuaaff4msd4ye672.jpg "width=" 562 "height=" 556 "alt=" Wkiol1s2bbajpptuaaff4msd4ye672.jpg "/>

By the above table we can be very intuitive to find that when we have this information, we can easily do a lot of web site analysis of the measurement calculation. For example, the source, the entry page, the departure page can be directly obtained, the average access time and the average number of page views can be calculated by simple calculation, even the bounce rate (Bounce) calculation is also very simple, as long as the number of pages to choose to access 1.

650) this.width=650; "Src=" http://home.51cto.com/thumb.php?w=600&h=600&t=f&url=http://s3.51cto.com/ Wyfs02/m02/58/9d/wkiol1s2bcrwy1ttaadqoxfscgg110.jpg "width=" 563 "height=" 356 "alt=" Wkiol1s2bcrwy1ttaadqoxfscgg110.jpg "/>

The above table just lists some typical data information, in fact, we can get more clickstream data through page, such as response status code, redundant access to the user's cookie. In this particular step, we can go back to the user's access footprint by combining the session, which is very useful when combing the site process, calculating conversion rates (Conversion rate), and analyzing user behavior.

In short, based on clickstream data we can count the basic metrics of many common web site analysis.

This article is from the "Billdu" blog, make sure to keep this source http://billdu.blog.51cto.com/9829964/1603895

Tap Stream data (click Stream) and its application