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

被引：25

作者：

Araya, S

Silva, M

Weber, R

机构：

[1] Univ Chile, Dept Ind Engn, Santiago, Chile

[2] WebMining Ltda, Santiago, Chile

[3] BCI Banking, Santiago, Chile

来源：

FUZZY SETS AND SYSTEMS | 2004年 / 148卷 / 01期

关键词：

fuzzy clustering; pattern recognition; soft computing; web usage mining; business intelligence;

D O I：

10.1016/j.fss.2004.03.011

中图分类号：

TP301 [理论、方法];

学科分类号：

081202 ;

摘要：

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. (C) 2004 Elsevier B.V. All rights reserved.

引用

页码：139 / 152

页数：14

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