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.
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.
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