In this paper we carry out a site-centric clickstream analysis by fitting a probabilistic model to the click sequences of surfers browsing an e-commerce Web site. In particular, surfers’ paths are modeled as observations originating from a finite mixture of Markov chains which takes values in the site’s page-space. We preliminarily tackle the problem of making inference on the number of distinct visits in which each surfers’ sequence of clicks can be divided. We then deal with goodness-of-fit testing of the model to real data, exploring the heterogeneity of surfers. Finally, by using a simple model with only two components, we shed light on the relationship between surfing behavior and tendency to on-line purchasing.

A Markovian mixture model for Web data / L., DI SCALA; LA ROCCA, Luca. - In: STATISTICA APPLICATA. - ISSN 1125-1964. - STAMPA. - 14:(2002), pp. 143-154.

A Markovian mixture model for Web data

LA ROCCA, Luca
2002

Abstract

In this paper we carry out a site-centric clickstream analysis by fitting a probabilistic model to the click sequences of surfers browsing an e-commerce Web site. In particular, surfers’ paths are modeled as observations originating from a finite mixture of Markov chains which takes values in the site’s page-space. We preliminarily tackle the problem of making inference on the number of distinct visits in which each surfers’ sequence of clicks can be divided. We then deal with goodness-of-fit testing of the model to real data, exploring the heterogeneity of surfers. Finally, by using a simple model with only two components, we shed light on the relationship between surfing behavior and tendency to on-line purchasing.
2002
14
143
154
A Markovian mixture model for Web data / L., DI SCALA; LA ROCCA, Luca. - In: STATISTICA APPLICATA. - ISSN 1125-1964. - STAMPA. - 14:(2002), pp. 143-154.
L., DI SCALA; LA ROCCA, Luca
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/454249
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