A methodology for web usage mining and its application to target group identification. (English) Zbl 1071.68533
Summary: Web usage mining is an important and fast developing area of web mining where a lot of research has been done already. Recently, companies got aware of its potentials, especially for applications in marketing. A structured methodology is, however, a crucial requirement for a successful practical application of web usage mining. This publication provides such a methodology that is based on suggestions from literature and own experience from various web mining projects. Its application in a Chilean bank shows how a combined use of data from a data warehouse and web data can contribute to improve marketing activities. The benefits from this project point at the huge potential web usage mining has not only in financial services.
MSC:
| 68T05 | Learning and adaptive systems in artificial intelligence |
| 68T10 | Pattern recognition, speech recognition |
| 68T37 | Reasoning under uncertainty in the context of artificial intelligence |
| 68M10 | Network design and communication in computer systems |
Keywords:
Fuzzy clustering; Pattern recognition; Soft computing; Web usage mining; Business intelligenceReferences:
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