A study of application of web mining for e-commerce: tools and methodology

• Autores: SaiMing Au
• Localización: International journal of the computer, the internet and management, ISSN 0858-7027, Vol. 10, Nº. 3, 2002, págs. 1-14
• Idioma: inglés
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• Resumen

  • Internet commerce or e-commerce brings together consumers and merchants all over the world to a virtual marketplace where customization, direct marketing, market segmentation and customer relationship management can take place. In this new marketplace, most marketers find their customer behaviors difficult to understand.

    Web site mining enables better understanding of the customers, for discovering meaningful business correlations and trends, and for providing better sales and marketing services over the Web. It is an active research area and the tools and methodology is still evolving. This comprehensive study reviews its application, tools and methodology to form a knowledge base for future research in the area. There are many successful commercial application cases and tools available. The web mining methodology is more involving; in its generic form, it comprises of data pre-processing, domain knowledge elicitation, methodology identification, pattern discovery, and knowledge post-processing.