Data mining for measuring and improving the success of web sites

被引:92
作者
Spiliopoulou, M [1 ]
Pohle, C [1 ]
机构
[1] Humboldt Univ, Inst Informat Syst, D-10178 Berlin, Germany
关键词
web usage mining; contact efficiency; conversion efficiency; web merchandizing; web site analysis; data mining; e-commerce;
D O I
10.1023/A:1009800113571
中图分类号
TP18 [人工智能理论];
学科分类号
081104 [模式识别与智能系统]; 0812 [计算机科学与技术]; 0835 [软件工程]; 1405 [智能科学与技术];
摘要
For many companies, competitiveness in e-commerce requires a successful presence on the web. Web sites are used to establish the company's image, to promote and sell goods and to provide customer support. The success of a web site affects and reflects directly the success of the company in the electronic market. In this study, we propose a methodology to improve the "success" of web sites. based on the exploitation of navigation pattern discovery. In particular, we present a theory, in which success is modelled on the basis of the navigation behaviour of the site's users. We then exploit WUM, a navigation pattern discovery miner, to study how the success of a site is reflected in the users' behaviour. With WUM we measure the success of a site's components and obtain concrete indications of how the site should be improved. We report on our first experiment!; with an online catalog, the success of which we have studied. Our mining analysis has shown very promising results, on the basis of which the site is currently undergoing concrete improvements.
引用
收藏
页码:85 / 114
页数:30
相关论文
共 29 条
[1]
Agrawal R., 1993, SIGMOD Record, V22, P207, DOI 10.1145/170036.170072
[2]
AGRAWAL R, 1995, P INT C DAT ENG TAIP
[3]
ALPAR P, 1999, 4 INT TAG WIRTSCH 19
[4]
[Anonymous], P AAAI SPRING S ACQ
[5]
Analysis of navigation behaviour in web sites integrating multiple information systems [J].
Berendt, B ;
Spiliopoulou, M .
VLDB JOURNAL, 2000, 9 (01) :56-75
[6]
Berthon P, 1996, J ADVERTISING RES, V36, P43
[7]
BUCHNER AG, 1998, ACM SIGMOD RECOR DEC
[8]
BUCHNER AG, 1999, NAVIGATION PATTERN D
[9]
Data mining: An overview from a database perspective [J].
Chen, MS ;
Han, JW ;
Yu, PS .
IEEE TRANSACTIONS ON KNOWLEDGE AND DATA ENGINEERING, 1996, 8 (06) :866-883
[10]
Data mining for path traversal patterns in a web environment [J].
Chen, MS ;
Park, JS ;
Yu, PS .
PROCEEDINGS OF THE 16TH INTERNATIONAL CONFERENCE ON DISTRIBUTED COMPUTING SYSTEMS, 1996, :385-392