UCL School of Management

Research project

Tracking clicks to drive operational value

Summary

Recent Internet clickstream tracking technology has generated the fast growing practice of web analytics. Indeed, the Internet has changed the way business works by providing new information and distribution channels for both firms and customers. We focus on the operational benefit of clickstream tracking by investigating its use as advance demand information for procurement, production, and inventory planning. We are interested in how, and to what extent, clickstream data from non-transactional websites can improve demand forecasting for inventory management. 

Relevance

This study is the first in the operations management literature that provides both a model and empirical evidence to demonstrate how the recent clickstream tracking technology can be used to improve operational decisions. Our study aims to stimulate more empirical and theoretical work in this practice- and data-driven field.

Selected publications

Huang, T., & Van Mieghem, J. (n.d.). The promise of strategic customer behavior: On the value of click tracking. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1625602. [link]
Huang, T., & Van Mieghem, J. (n.d.). The promise of strategic customer behavior: On the value of click tracking. Production and Operations Management. doi:10.1111/j.1937-5956.2012.01386.x [link]
Huang, T., & Van Mieghem, J. A. (n.d.). Clickstream Data and Inventory Management: Model and Empirical Analysis. Production and Operations Management.

Link to the publication’s UCL Discovery page

Last updated Thursday, 31 July 2014

Author

Research groups

Operations and Technology

Research areas

Operations management

Research topics

Applied probability; Big-data analytics; Business model innovation; Inventory management; Management of technology; Marketing/operations interface; Production management; Supply chain management