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Path AnalysisFor the project management sense of path analysis, see critical path and PERT. In statistics, path analysis refers to a particular type of multiple regression. In Internet website analytics, path analysis refers to a process of determining a sequence of pages visited in a visitor session prior to some desired event, such as the visitor purchasing an item or requesting a newsletter. The precise order of pages visited may or may not be important and may or may not be specified. In practice this analysis is done in aggregate, ranking the paths (sequences of pages) visited prior to the desired event, by descending frequency of use. The idea is to determine what features of the website encourage the desired result. "Fallout analysis," a subset of path analysis, would look at "black holes" on the site, or paths that lead to a dead end most frequently, paths or features that confuse or lose potential customers.
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