Applications Ĭlickstreams can be used to allow the user to see where they have been and allow them to easily return to a page they have already visited, a function that is already incorporated in most browsers. As the world of technology grows, consumers are more and more in risk of losing privacy. There are consumers who actually benefit from this by gaining more targeted advertising and deals, but most are harmed by the lack of privacy. These third parties can range from advertisers to hackers. There have many cases of email addresses, phone numbers, and other personal information that have been stolen illegally from shoppers, clients, and many more to be used by third parties. Īs the world of online shopping grows, it is becoming easier for the privacy of individuals to become exploited. In addition, few ISPs publicly admit to this practice. Most consumers are unaware of this practice, and its potential for compromising their privacy. While this practice may not directly identify individual users, it is often possible to indirectly identify specific users, an example being the AOL search data scandal. There are 10-12 companies that purchase this data, typically for about $0.40/month per user. Use of clickstream data can raise privacy concerns, especially since some Internet service providers have resorted to selling users' clickstream data as a way to enhance revenue. Storage can also occur in a router, proxy server, or ad server.ĭata mining, column-oriented DBMS, and integrated OLAP systems can be used in conjunction with clickstreams to better record and analyze this data. The information is most useful when the client/user is identified, which can be done through website registration or record matching through the client's Internet service provider (ISP). The information of interest can vary and may include information downloaded, webpage visited previously, webpage visited afterwards, duration of time spent on page, etc. Most web servers store information about the sequence of links that a user " clicks through" while visiting the websites that they host in log files for the site operator's benefit. While navigating the World Wide Web, a "user agent" ( web browser) makes requests to another computer, known as a web server, every time the user selects a hyperlink.
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