VizClick visualizing clickstream data

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 inter-dependence 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.