Web Usage Analysis.
"Making Money on the Internet"
Tom Breur
October 2005
Introduction
Since the inception of the Internet, the ability to closely track the behavior of web site
visitors has been considered one of the most promising facets of this new medium.
Internet offers a number of advantages for e-marketers.
E-businesses using the Internet as a communication channel are able to collect and analyse an
overwhelming flow of information continuously, fast, and at relatively low costs.
Basically, there are three types of data:
(1) basic, personal information provided via
self-completion questionnaires;
(2) purchasing history and habits; and
(3) clickstream data. In this whitepaper I describe some experience with the various
possibilities of click-stream analysis.
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