Authors:
Rajat Kateja
1
;
Amerineni Rohith
1
;
Piyush Kumar
2
and
Ritwik Sinha
3
Affiliations:
1
Indian Institute of Technology Guwahati and Adobe Research, India
;
2
Indian Institute of Technology Bombay and Adobe Research, India
;
3
Adobe Research, India
Keyword(s):
Clickstream, Visualization, Association, Geo-spatial, Site Topography, Big Data.
Related
Ontology
Subjects/Areas/Topics:
Computer Vision, Visualization and Computer Graphics
;
General Data Visualization
;
Interactive Visual Interfaces for Visualization
;
Interpretation and Evaluation Methods
;
Large Data Visualization
;
Visualization Applications
Abstract:
Clickstream data is ubiquitous in today’s web-connected world. Such data displays the salient features of
big data, that is, volume, velocity and variety. As with any big data, visualizations can play a central role in
making sense and generating hypotheses from such data. In this paper, we present a systematic approach of
visualizing clickstream data. There are three basic questions we aim to address. First, we explore the interdependence
between the large number of dimensions that are measured in clickstream data. Next, we analyze
spatial aspects of data collected in web-analytics. Finally, the web designers might be interested in getting a
deeper understanding of the website’s topography and how browsers are interacting with it. Our approach is
designed for business analysts, web designers and marketers; and helps them draw actionable insights in the
management and refinement of large websites.