We have found that the various data sources fulfil different
purposes: clickstream data enable managers to answer 'when'
and 'what' questions, customer surveys 'why' and 'how'
questions, and external data to make competitor comparisons.
Critical issues involve the lack of industry standards, the
volume of data, and the need to supplement clickstream data
with qualitative information. Managers highly regard web
metrics and are eager to learn how to increase the use of this
underutilized data source on online customer behaviour