Customer-centric AI approach: clickstream analysis on the customer journey
As no customer journey is the same these days, we need to understand the behaviour of the users, and tailoring interactions to specific segments of users is crucial.
Therefore, Vectr.Consulting tested the possibilities of clickstream analysis techniques within the real estate context. In production phase this would imply collecting, analysing and reporting aggregate data about which page and in which order a user navigates the website.
The ultimate goal is to combine clickstreams with users’ search histories. Creating opportunities for content personalisation, content targeting, targeted advertising segmentation, and profiling. This way, users will see unique, relevant content that is engaging and helpful in the context of that particular step of the customer journey.