A methodology for web usage mining and its application to target group identification

Araya S.; Silva M.; Weber R.

Abstract

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. © 2004 Elsevier B.V. All rights reserved.

Más información

Título según WOS: A methodology for web usage mining and its application to target group identification
Título según SCOPUS: A methodology for web usage mining and its application to target group identification
Título de la Revista: FUZZY SETS AND SYSTEMS
Volumen: 148
Número: 1
Editorial: Elsevier
Fecha de publicación: 2004
Página de inicio: 139
Página final: 152
Idioma: English
URL: http://linkinghub.elsevier.com/retrieve/pii/S0165011404000958
DOI:

10.1016/j.fss.2004.03.011

Notas: ISI, SCOPUS