Data mining your website:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Digital Press
1999
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 368 S. Ill. |
| ISBN: | 1555582222 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804127774073421824 |
|---|---|
| adam_text | Contents
CHAPTER 1 MINE2.COM 1
The Idle Portal 1
Mining Data 4
Nothing New 7
Mining Online 8
How Data Mining Answers Key Business Questions 10
Classification/Prediction 10
Segmentation 11
Association 13
Clustering 15
Visualization 15
Optimization 17
Data Mining Drives Relational Marketing 19
Web Privacy 20
Benefits and Incentives 21
Ten Steps to Mining Your Web Data 22
A Bookseller Example 25
Look at the Data 26
Split the Data 28
Model the Data 30
Integrate the Solution 32
Compiling an Identity 33
The Architecture for Analysis 35
Personalized Future 36
Why Bother? 39
viii Contents
CHAPTER 2 WHAT IS DATA MINING? 41
It s about Predators and Patterns 41
A Definition 42
Drowning in Data 43
The Complexity of Loyalty 45
Traditional Data Mining Applications 46
New Data Mining Applications 48
Statistics 48
Data Mining vs. Statistics 50
Online Analytical Processing 51
Data Mining vs. OLAP 52
Website Analysis Tools 54
Website Analysis Tools vs. Data Mining Tools 61
Visual Data Mining 65
Visualization Packages 65
Link Analysis Systems 66
Quantitative Display 67
Data Mining Solutions 68
Why and Who, Not What 71
The Online Corner Store 72
Selling as a Service 73
Web Marketing 74
Online Coupons 76
Mining Customer Value 77
CHAPTER 3 NETWORKS AND ALGORITHMS 83
They re about Learning and Evolving 83
The Al War 84
The Top Down Approach 84
The Bottom Up Approach 85
Neural Networks 86
Contents ix
From Slugs to VISA 87
Back Propagation Networks 88
Supervised Learning 90
Training a Network 91
Preparing Your Data 92
Webbing Your Features 93
Purchasing Propensity 94
Training Cycle 95
Self Organizing Maps (SOM) 95
Calibrating Clusters 96
Neural Network Tools 97
Machine Learning Algorithms 98
A Measure of Information 99
The Rules 100
The Trees 102
The Trees vs. the Rules 103
Automatic Segmentation 104
Machine Learning Your Site 105
Machine Learning Tools 106
Genetic Algorithms 107
Code of Survival 107
Reproduction 108
Crossover 109
Mutation 110
A Step by Step Example Using a Binary Coded GA 110
Data Mining with Genetic Algorithms 112
Genetic Algorithm Applications 113
The Al Cousins: Case Based Reasoning and
Fuzzy Logic 114
Case Based Reasoning (CBR) 114
Fuzzy Logic 115
Conclusion 117
x Contents
CHAPTER 4 TEN STEPS TO MINING YOUR DATA 119
Identify Your Business Objective 119
Baseline 121
Select Your Data 123
Creating Customer Data 124
Brand Sites 124
Banners 126
Buttons 127
PopUps 128
Push 129
E mail 129
Chat 130
Agents 130
Dealing with Transactional Data 131
Prepare Your Data 132
Enhancing Your Data 134
Evaluate Your Data 134
Utility Tools for Preparing and Viewing Your Data 134
Format the Solution 135
Select the Tools 136
Scalability 137
Accuracy 137
Formats 138
Solutions 139
Preprocessing 139
Connectivity 140
Import/Export 140
Memory Management 141
Performance 141
Noise 142
Paradigms 142
Efficiency 143
Contents xi
Tool Selection 143
A Tool Shopping Tip: Kick the Tires before Buying 145
Construct the Models 145
Validate the Findings 147
Deliver the Findings 148
Integrate the Solutions 149
Integrating Your Website and Data Warehouse 149
CHAPTER 5 THE TOOLS 155
Criteria 155
Single Paradigm Tools 159
Database Mining Marksman 159
4Thought 161
KnowledgeSEEKER 163
NGO NeuroGenetic Optimizer 168
WizWhy 170
The Data Mining Suites 173
Clementine 174
DataEngine 178
Decisionhouse 181
Scorecard Builder 182
Other Tools 184
Final Tool Tip 188
CHAPTER 6 THE DATA COMPONENTS 193
Server Log Files 194
Transfer Log File 194
Host Field 195
Identification Field 195
Authuser Field 196
Time Stamp 196
HTTP Request 196
xjj Contents
Status Code Field 196
Transfer Volume 197
Error Log 197
Referrer Log 198
Agent Log 198
Extended Log Format 198
Configuring Your Server 199
Server Configuration Tips 199
Apache and NCSA Server Configurations 200
CERN Server Configurations 201
Netscape Server Configurations 201
WebSite Server Configurations 202
The Multiplicity of a Visit 202
Cookie Files 203
A Cookie Future 206
Cookie Applications 207
Configuring Cookies 210
Cookies and CGI 211
Open Profiling System (OPS) 213
Forms 218
Common Gateway Interface 221
Assembling the Components 223
Components Considerations 225
CHAPTER 7 THE PROVIDERS 227
Marketing Data Providers 228
Applied Geographic Solutions 228
Acxiom 229
CACI (ACORN) 233
Claritas 238
Equifax 239
Experian 241
Contents xiii
Polk 242
Trans Union 246
Web Services and Software Providers 247
Art Technology Group 248
Aptex 249
Autonomy 250
BroadVision 250
Doubleclick 252
Engage Technologies 253
Firefly 255
GuestTrack 256
Gustos 257
Internet Profiles Corporation (I/PRO) 257
IMGIS 258
InText 259
LikeMinds 259
Match Logic 260
MicroMass 261
NetPerceptions 262
Vignette 263
Your Data Warehouse 264
Closing the Loop 265
CHAPTER 8 E RETAILING 267
The Product Is the Message 269
Sale Segmentation 272
The Digital Marketplace 275
Product Customization 277
Consumer Profiling 279
Real Time Buying 282
Organize Your Storefront 288
Retailing and Mining 290
Electronic Commerce 294
xjv Contents
CHAPTER 9 E MINING 299
Mining Your Site 299
Capturing the Look 301
A Sample Website Session 303
Interactive by Design 305
Solid State 305
The Data Set 308
Clustering (Association and Sequencing) 310
Segmentation 318
Classification and Prediction 325
Optimization 332
Visualization 335
It s an Integrated Iterative Process 339
Data Mining Future 345
The Personalization of Self 346
Right Turns, Hand Grenades, and Integrity 347
APPENDIX Privacy Consortiums, Standards,
and Legislation 349
Glossary 355
Index 361
|
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| dewey-ones | 006 - Special computer methods |
| dewey-raw | 006.3 |
| dewey-search | 006.3 |
| dewey-sort | 16.3 |
| dewey-tens | 000 - Computer science, information, general works |
| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV013076867 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:38:41Z |
| institution | BVB |
| isbn | 1555582222 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008908958 |
| oclc_num | 41039824 |
| open_access_boolean | |
| owner | DE-739 DE-20 DE-945 DE-384 |
| owner_facet | DE-739 DE-20 DE-945 DE-384 |
| physical | XIV, 368 S. Ill. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Digital Press |
| record_format | marc |
| spelling | Mena, Jesus Verfasser aut Data mining your website Jesus Mena Boston [u.a.] Digital Press 1999 XIV, 368 S. Ill. txt rdacontent n rdamedia nc rdacarrier Unternehmen Business enterprises Computer networks Data mining Information technology Management Internet marketing Web sites Unternehmen (DE-588)4061963-1 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Kundenbetreuung (DE-588)4297543-8 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf Data Mining (DE-588)4428654-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Website (DE-588)4596172-4 s DE-604 Electronic Commerce (DE-588)4592128-3 s Internet (DE-588)4308416-3 s Telemarketing (DE-588)4215401-7 s Data Mining (DE-588)4428654-5 s 1\p DE-604 Kundenbetreuung (DE-588)4297543-8 s 2\p DE-604 Online-Marketing (DE-588)7706419-7 s 3\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008908958&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Mena, Jesus Data mining your website Unternehmen Business enterprises Computer networks Data mining Information technology Management Internet marketing Web sites Unternehmen (DE-588)4061963-1 gnd Online-Marketing (DE-588)7706419-7 gnd Telemarketing (DE-588)4215401-7 gnd Website (DE-588)4596172-4 gnd Kundenbetreuung (DE-588)4297543-8 gnd Electronic Commerce (DE-588)4592128-3 gnd Internet (DE-588)4308416-3 gnd Data Mining (DE-588)4428654-5 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)7706419-7 (DE-588)4215401-7 (DE-588)4596172-4 (DE-588)4297543-8 (DE-588)4592128-3 (DE-588)4308416-3 (DE-588)4428654-5 |
| title | Data mining your website |
| title_auth | Data mining your website |
| title_exact_search | Data mining your website |
| title_full | Data mining your website Jesus Mena |
| title_fullStr | Data mining your website Jesus Mena |
| title_full_unstemmed | Data mining your website Jesus Mena |
| title_short | Data mining your website |
| title_sort | data mining your website |
| topic | Unternehmen Business enterprises Computer networks Data mining Information technology Management Internet marketing Web sites Unternehmen (DE-588)4061963-1 gnd Online-Marketing (DE-588)7706419-7 gnd Telemarketing (DE-588)4215401-7 gnd Website (DE-588)4596172-4 gnd Kundenbetreuung (DE-588)4297543-8 gnd Electronic Commerce (DE-588)4592128-3 gnd Internet (DE-588)4308416-3 gnd Data Mining (DE-588)4428654-5 gnd |
| topic_facet | Unternehmen Business enterprises Computer networks Data mining Information technology Management Internet marketing Web sites Online-Marketing Telemarketing Website Kundenbetreuung Electronic Commerce Internet Data Mining |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008908958&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT menajesus dataminingyourwebsite |