Website Clickstream Data Visualization Using Improved Markov Chain Modelling In Apache Flume

• Main Author: Frhan Amjad Jumaah
• Format: Article
• Language: English
• Published: EDP Sciences 2017-01-01
• Series: MATEC Web of Conferences
• Subjects: Clickstream data; VizClick; WebClickviz; Apache Flume; Markov chain; Kolmogorov-Smirnov distance
• Online Access: https://doi.org/10.1051/matecconf/201712504025

Clickstream data analysis is considered as the process of collecting, analysing and reporting the aggregate data about the web pages a visitor clicks. Visualizing the clickstream data has gained significant importance in many applications like web marketing, customer prediction, product management, etc. Most existing works employ different tools for visualizing along with techniques like Markov chain modelling. However the accuracy of the methods can be improved when the shortcomings are resolved. Markov chain modelling has problems of occlusion and unable to provide clear display of data visualizing. These issues can be resolved by improving the Markov chain model by introducing a heuristic method of Kolmogorov– Smirnov distance and maximum likelihood estimator for visualizing. These concepts are employed between the underlying distribution states to minimize the Markov distribution. The proposed model named as WebClickviz is performed in Hadoop Apache Flume which is a highly advanced tool. The clickstream data visualization accuracy can be improved when Apache Flume tools are used. The performance evaluation are made on a specific website clickstream data which shows the proposed model of visualization has better performance than existing models like VizClick.