Web Analytics: Analysing clickstream of 160,000 visitors

Companies receive traffic to their website from various resources. The more a company learns about the visitors' traffic to its website, the better it understands the reasons behind their travel to the website. Besides the number of visitors to a website, it is important to learn from which sources those people arrive at the website. This can help the firms to see which external social account or network campaign is prone to bringing new customers. Furthermore, a company can also see the patterns in the behaviour of the visitors on different pages. By using various page analytics techniques, successful as well as problematic pages can be detected. In this project, I used various web analytics techniques to analyze the potential of three marketing campaigns run by a hypothetical company.