R package clickstream: Analyzing clickstream data with Markov chains

Abstract

Clickstream analysis is a useful tool for investigating consumer behavior, market research and software testing. I present the clickstream package which provides functionality for reading, clustering, analyzing and writing clickstreams in R. The package allows for a modeling of lists of clickstreams as zero-, first-and higher-order Markov chains. I illustrate the application of clickstream for a list of representative clickstreams from an online store.