Discovering Internet marketing intelligence through online analytical web usage mining

ABSTRACT

This article describes a novel way of combining data mining techniques on Internet data in order to discover actionable marketing intelligence in electronic commerce scenarios. The data that is considered not only covers various types of server and web meta information, but also marketing data and knowledge. Furthermore, heterogeneity resolution thereof and Internet- and electronic commerce-specific pre-processing activities are embedded. A generic web log data hypercube is formally defined and schematic designs for analytical and predictive activities are given. From these materialised views, various online analytical web usage data mining techniques are shown, which include marketing expertise as domain knowledge and are specifically designed for electronic commerce purposes.

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INDEX TERMS

Primary Classification:
  K. Computing Milieux
  K.4 COMPUTERS AND SOCIETY

Additional Classification:
  H. Information Systems
  H.2 DATABASE MANAGEMENT
      H.2.8 Database applications
          Subjects: Data mining

  J. Computer Applications
  J.1 ADMINISTRATIVE DATA PROCESSING
      Subjects: Marketing

General Terms:
Design, Management, Measurement, Performance, Theory