08-10-2012, 12:25 PM
Web Usage Mining -What, Why
Web Usage Mining.ppt (Size: 96 KB / Downloads: 271)
What is Web Mining?
Web Mining:
can be broadly defined as discovery and analysis useful information from the WWW
Consists of two major types:
Web Content Mining
Web Usage Mining
Why Web Usage Mining?
Explosive growth of E-commerce
Provides an cost-efficient way doing business
Amazon.com: “online Wal-Mart”
Hidden Useful information
Visitors’ profiles can be discovered
Measuring online marketing efforts, launching marketing campaigns, etc.
How to perform Web Usage Mining
Obtain web traffic data from
Web server log files
Corporate relational databases
Registration forms
Apply data mining techniques and other Web mining techniques
Two categories:
Pattern Discovery Tools
Pattern Analysis Tools
Pattern Analysis Tools
Answer Questions like:
“How are people using this site?”
“which Pages are being accessed most frequently?”
This requires the analysis of the structure of hyperlinks and the contents of the pages
Pattern Discovery Tools
Data Pre-processing
Filtering/clean Web log files
eliminate outliers and irrelevant items
Integration of Web Usage data from:
Web Server Logs
Referral logs
Registration file
Corporate Database
Pattern Discovery Techniques
Converting IP addresses to Domain Names
Domain Name System does the conversion
Discover information from visitors’ domain names:
Ex: .ca(Canada), .cn(China), etc
Converting URLs to Page Titles
Page Title: between <title> and </title>
Summary
E-commerce means more than just build up a web site, then sit back and relax;
Web Mining systems need to be implemented to:
Understand visitors’ profiles
Identify company’s strengths and weaknesses
Measure the effectiveness of online marketing efforts
Web Mining support on-going, continuous improvements for E-businesses