  In the nascent days of e-content delivery, having a superior product was
enough to give companies an edge against the competition. With today's fiercely
competitive market, one needs to be multiple steps ahead, especially when it
comes to understanding consumers. Focusing on a large set of web portals owned
and managed by a private communications company, we propose methods by which
these sites' clickstream data can be used to provide a deep understanding of
their visitors, as well as their interests and preferences. We further expand
the use of this data to show that it can be effectively used to predict user
engagement to video streams.
