Clickstream
A clickstream is the data trail that an internet user leaves while browsing.
- Movements are recorded as a user moves through a website and clicks on links to request information
- is a set of digital footprints that track an internet user’s steps
- recorded by websites and ISPs
- helps webmasters learn how computer users are using their sites
- E.g., used to determine the order in which users click on web pages or links on web pages
- can be collected and stored
- can act as the basis for modifying websites for better user experience
- can make online advertising more effective
Online Profiling
Online profiling is the practice of tracking a user’s actions on the internet to create a profile that contains information about the user’s online habits and preferences.
- can be used to direct targeted advertising toward a specific user
- profile can contain very detailed information about the user’s online habits
- one concern is that they might contain PII
- Many people believe their online actions should be private
- Data is often gathered without the user’s knowledge or consent, which is a privacy concern