Gaining Insights into Web Customers using Web Intelligence

The web is fast maturing into an important marketing medium that provides businesses with the ability to undertake oneto-one marketing and provide personalised services to their customers. Log files provide a rich source of information about customers that can be used to achieve these services. However, the knowledge required to undertake such activity is far removed from what is provided by the current breed of analysis tools for web log files. In this paper we describe an innovative Web Intelligence tool, Easyminer3 , that provides marketers in e-commerce businesses with access to data mining technology that can sift through large amounts of data collected automatically on customer interaction with the businesses web site and bring to light useful marketing knowledge. 1 PROBLEM DESCRIPTION As web sites develop into a mature medium for customer interaction, organisations are realising the gap between the information they require to support electronic customer relationship management (...

• Type: Conference
• Year: 2000
• Where: ECAI
• Authors: Sarabjot S. Anand, Matthias Baumgarten, Alex G. Büchner, Maurice D. Mulvenna
• Keywords: Analysis Tools, Artificial Intelligence, ECAI 2000, Log Analysis Tools, Web Site