Visualization and Analysis of Clickstream Data of Online Stores with a Parallel Coordinate System

  • Juhnyoung Lee
  • Mark Podlaseck
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 1875)


Clickstreams are visitors’ path through a Web site. Analysis of clickstreams shows how a Web site is navigated and used by its visitors. Clickstream data of online stores contains information useful for understanding the effectiveness of marketing and merchandising efforts. In this paper, we present a visualization system that provides users with greater abilities to interpret and explore clickstream data of online stores. The system visualizes a large number of clickstreams by assigning parallel coordinates to sequential steps in clickstreams. To demonstrate how the presented visualization system provides capabilities for examining online store clickstreams, we present a series of parallel coordinate visualizations, which display clickstream data from an operating online retail store.


Merchandising Effort Polygonal Line Online Store Online Retailer Product Assortment 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Juhnyoung Lee
    • 1
  • Mark Podlaseck
    • 1
  1. 1.IBM T. J. Watson Research CenterUSA

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