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/making-sense-of-multi-click-data-88571

Dr. Siddharth Shah
Sr. Director, Business Analytics