In my lat­est Search Engine Land col­umn, I take a look at click paths. While they may seem mun­dane or com­plex they are very use­ful tools when bro­ken down in under­stand­ing how con­sumers behave. For instance, one can tell how much time con­sumers spend research­ing pur­chases, how some key­words help other key­words con­vert, and when cou­pled with attri­bu­tion they can inform bid­ding decisions.

For more on the sub­ject and some help­ful tips, visit this link to my recent analy­sis:
http://​searchengineland​.com/​m​a​k​i​n​g​-​s​e​n​s​e​-​o​f​-​m​u​l​t​i​-​c​l​i​c​k​-​d​a​t​a​-​8​8​571

Dr. Sid­dharth Shah
Sr. Direc­tor, Busi­ness Analytics