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Activity Number:
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414
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Type:
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Roundtables
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Date/Time:
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Wednesday, August 6, 2008 : 12:30 PM to 1:50 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #300808 |
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Title:
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Applications of Internet Clickstream Data: Past, Present, and Future
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Author(s):
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Wendy Moe*+
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Companies:
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University of Maryland, College Park
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Address:
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, , 20742,
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Keywords:
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clickstream data ; internet ; e-commerce ; marketing
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Abstract:
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Early internet research that used clickstream data was primarily descriptive in nature. The goal was simply to understand how consumers behaved in the new e-commerce environment. Research questions focused on modeling the processes behind store visitation, purchase conversion, and search behavior (both across and within store sites). These studies provided frameworks with which to address future e-commerce research problems. Now, the focus has shifted from the descriptive to the prescriptive, using internet data to predict consumer responses to market events, forecast product sales, and identify key drivers of purchasing. These applications will be the focus of our roundtable discussion.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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