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What are some solutions in the market place for developing customer segmentation based on click stream data?

• Combining the front-end site data with back-end customer profile or conversion data to develop segments with predictive power to understand customer intent and purchase patterns.

• Answer:

  For a really comprehensive solution, I would suggest using a web analytics tool that allows you to both integrate customer information and also provides clear segmentation tools. As an example, using , you can integrate any customer data such as name, email, account information etc. into your analytics. Here's a screenshot of the live visitor stream. Once you click on a visitor, a profile will open with much more detailed information: You can then segment based on any combination of this customer, demographic and behavioral data. A few simple examples: Loyal Customers: Segment of customers who have purchased over $500 in the past, visited your site over 50 times, and submitted a contact form. Geo-targeted Prospects: Segment of visitors who have watched your promo video, spent over 20 minutes on your site, and are from San Francisco. Unhappy Valued Customers: Segment of customers who have been customers for over 1 year, purchased over $500 and recently canceled account. Using this combination of behavioral (i.e. clickstream) data and customer information enables you to highly target exact customer segments based on your specific business needs. With the same tool, you can then run deep analysis on these segments with analytics reports, funnels etc. This would, for example, allow you to see where geo-targeted prospects are dropping off on the path to conversion. Or, what marketing campaigns and referrers have brought in the highest number of loyal customers.