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Web Usage Mining: - Hat, Hy, Ho

This document discusses web usage mining, including what it is, why it is useful, and how to perform it. Web usage mining involves discovering and analyzing useful information from how users interact with a website. It can help businesses understand customer profiles and measure marketing efforts. To perform web usage mining, data is obtained from server logs, databases, and forms then mining techniques are applied, including pattern discovery tools to find patterns in user behavior and pattern analysis tools to analyze site structure and usage. Common techniques include visualization, OLAP, filtering, clustering, association rules and decision trees to gain insights into how users navigate and interact with a site.

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38 views18 pages

Web Usage Mining: - Hat, Hy, Ho

This document discusses web usage mining, including what it is, why it is useful, and how to perform it. Web usage mining involves discovering and analyzing useful information from how users interact with a website. It can help businesses understand customer profiles and measure marketing efforts. To perform web usage mining, data is obtained from server logs, databases, and forms then mining techniques are applied, including pattern discovery tools to find patterns in user behavior and pattern analysis tools to analyze site structure and usage. Common techniques include visualization, OLAP, filtering, clustering, association rules and decision trees to gain insights into how users navigate and interact with a site.

Uploaded by

nancypeter
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Web Usage Mining -What, Why, hoW

Presented by: Roopa Datla Jinguang Liu

Agenda
What is Web Mining?
Why Web Usage Mining? How to perform Web Usage Mining?

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 Analysis Tools


O/P of Analysis
The frequency of

Techniques:
Visualization techniques

visits per document Most recent visit per document Frequency of use of each hyperlink Most recent use of each hyperlink

OLAP techniques
Data & Knowledge

Querying Usability analysis

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>

Pattern Discovery Techniques


Path Analysis Uses Graph Model Provide insights to navigational problems Example of info. Discovered by Path analysis:
78% company-> whats new->sample-> order 60% left sites after 4 or less page references => most important info must be within the first 4 pages of site entry points.

Pattern Discovery Techniques


Grouping Groups similar info. to help draw higher-level conclusions Ex: all URLs containing the word Yahoo

Filtering Allows to answer specific questions like:


how many visitors to the site in this

week?
Filter

Pattern Discovery Techniques


Dynamic Site Analysis Dynamic html links to the database, and requires parameters appended to URLs http://search.netscape.com/cgiin/search?search=Federal+Tax+Return+Form&c p=ntserch Knowledge:
What the visitors looked for What keywords S/B purchased from Search engineer

Pattern Discovery Techniques


Cookies Randomly assigned ID by web server to browser Cookies are beneficial to both web site developers and visitors Cookie field entry in log file can be used by Web traffic analysis software to track repeat visitors loyal customers.

Pattern Discovery Techniques


Association Rules help find spending patterns on related products
30% who accessed/company/products/bread.html, also accessed /company/products/milk.htm.

Sequential Patterns help find inter-transaction patterns


50% who bought items in /pcworld/computers/, also bought in /pcworld/accessories/ within 15 days

Pattern Discovery Techniques


Clustering Identifies visitors with common characteristics based on visitors profiles 50% who applied discover platinum card in /discovercard/customerService/newcard, were in the 25-35 age group, with annual income between $40,000 50,000.

Pattern Discovery Techniques


Decision Trees a flow chart of questions leading to a decision Ex: car buying decision tree
What Brand? What Year? What Type? 2000 Model Honda Accord EX

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 companys strengths and weaknesses Measure the effectiveness of online marketing efforts

Web Mining support on-going, continuous

improvements for E-businesses

Thank You!

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