Cyberbranding: Brand Building in the Digital Economy

When Too Much Data Leads to Paralysis

The preceding list identifies only a few of the numerous ways that Web site tracking gathers information on a visitor and how it is measured. The buzzword clickstream data refers to the data that is gathered by a Web site on behalf of a visitor as he or she navigates throughout a site, clicks on various pages or banner advertisements, and browses other options. Clickstream data is used to tweak or redirect the design of a Web site for optimal audience response and to guide the efforts of a cyberbranding campaign. However, a question arises. Is there a possibility that collecting an abundance of data on each site visitor will end up a mistake for the dot-com? Actually, yes, collecting too much information ...