Household-Specific Regressions Using Clickstream Data
  This paper makes three contributions: (1) the paper provides a better understanding of online behavior by showing the main drivers of Internet portal choice, (2) the rich data allow for a deeper understanding of brand substitution patterns than previously possible and (3) the paper introduces a wider statistics community to a new data opportunity and a recently developed method. 
Avi Goldfarb, Qiang Lu