the growing e-commerce industry has made it necessary to tailor to the needs and preferences of consumers. click path data can be used to personalize product offerings. by using previous click path data, websites can predict what products the user is likely to purchase. click path data can contain information about the user's goals, interests, and knowledge and therefore can be used to predict their future actions and decisions. by using statistical models, websites can potentially increase their operating profits by streamlining results based on what the user is most likely to purchase.