Global Clickstream Analytics Market 2017-2021
About Clickstream Analytics
Clickstream analytics is the process of collecting user data based on their online activity and analyzing the data to do customer segmentation and then find out the reasons for the customer making a purchase or not. Clickstream analytics uses fundamental parameters such as visit duration, time stamps, IP address, session details, product details, and customer demographics. The vendor uses this information to profile the data, creating predictive models based on buying patterns in order to determine what they should do to increase their conversion rates.
Technavio’s analysts forecast the global clickstream analytics market to decline at a CAGR of (13.65%) during the period 2017-2021.
Covered in this report
The report covers the present scenario and the growth prospects of the global clickstream analytics market for 2017-2021. To calculate the market size, the report considers revenue generated from implementing clickstream analytics. It also presents the vendor landscape and a corresponding detailed analysis of the top four vendors in the market.
The market is divided into the following segments based on geography:
Technavio Announces the Publication of its Research Report – Global Clickstream Analytics Market 2017-2021
Technavio recognizes the following companies as the key players in the global clickstream analytics market: Google, IBM, Microsoft, and Oracle.
Other Prominent Vendors in the market are: Adobe Systems, AT INTERNET, SAP, Splunk, Talend, Verto Analytics, Vlocity, and webtrends.
Commenting on the report, an analyst from Technavio’s team said: “One trend in the market is use of mobile devices for clickstream analytics. Vendors in the market are increasingly targeting mobile device users to obtain clickstream data. In the past, few businesses were willing to invest in mobile clickstream data. The primary reason for this was the low Internet traffic through mobile devices.”
According to the report, one driver in the market is detailed customer segmentation. One of the major reasons that companies are deploying clickstream analytics is that it provides personalized segmentation based on the users' online behavior. This enables businesses to customize their services and advertisements in accordance with the user profile. This improves the quality of user interaction, increases conversion rates, and leads to higher customer loyalty. Clickstream analytics identifies user behavior and provides necessary data. This data, when used on mapping or predictive models, allows for detailed customer segmentation. It is important to identify the customer segments and focus the website toward their preferences to enhance the chances of a sale.
Further, the report states that one challenge in the market is inaccuracy because of dynamic data. One of the major challenges in implementing clickstream analytics is getting the requisite data. The host servers have large amounts of data to be processed, from recording the web page that is being presented to monitoring the user browsing behavior. However, the content on the web page can change frequently because of live events and real-time bidding (RTB) advertisements. This is primarily because the content on web pages is dynamically created, including the inventories on the page.
Google, IBM, Microsoft, and Oracle, Adobe Systems, AT INTERNET, SAP, Splunk, Talend, Verto Analytics, Vlocity, and webtrends.
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.Download eBook