Discovering Internet Marketing Intelligence through Web Log Mining
Adam Büchner · 2003
In the present competitive environment, organisations need to retain existing high-value customers to remain competitive. One technique that can be used to achieve greater loyalty from customers is to personalise services provided. Such customisation of services not only helps customers, by satisfying their needs, but also results in customer loyalty. Electronic commerce sites provide organisations with a lot of information about their customers - information that can be used to personalise services to high-value customers. Web log mining is a new discipline that addresses these needs, whose key principles are presented in this paper. They include different types of online data, novel kinds of domain knowledge, as well as the discovery of marketing intelligence itself. All concepts have been incorporated within an architecture and real-world experiments have been carried out. 1 Introduction Electronic commerce sites not only provide an additional channel for marketing and ...