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Discovering Internet marketing intelligence through online analytical web usage mining

Authors:

Alex G. Büchner,

Maurice D. MulvennaAuthors Info & Claims

ACM SIGMOD Record, Volume 27, Issue 4

Pages 54 - 61

https://doi.org/10.1145/306101.306124

Published: 01 December 1998 Publication History

Abstract

This article describes a novel way of combining data mining techniques on Internet data in order to discover actionable marketing intelligence in electronic commerce scenarios. The data that is considered not only covers various types of server and web meta information, but also marketing data and knowledge. Furthermore, heterogeneity resolution thereof and Internet- and electronic commerce-specific pre-processing activities are embedded. A generic web log data hypercube is formally defined and schematic designs for analytical and predictive activities are given. From these materialised views, various online analytical web usage data mining techniques are shown, which include marketing expertise as domain knowledge and are specifically designed for electronic commerce purposes.

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Cited By

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Sathiyamoorthi V(2024)Information Retrieval System on the WebSustainable Development in AI, Blockchain, and E-Governance Applications10.4018/979-8-3693-1722-8.ch006(93-107)Online publication date: 9-Feb-2024
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Index Terms

Discovering Internet marketing intelligence through online analytical web usage mining
1. Applied computing
2. Information systems
  1. Information systems applications
    1. Data mining

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Information

Published In

cover image ACM SIGMOD Record

ACM SIGMOD Record Volume 27, Issue 4

Dec. 1998

89 pages

ISSN:0163-5808

DOI:10.1145/306101

Editor:
Michael Franklin
Univ. Maryland, College Park

Issue’s Table of Contents

Copyright © 1998 Authors.

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 01 December 1998

Published in SIGMOD Volume 27, Issue 4

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Cited By

Çam S(2024)Empowering Marketing Intelligence via Text AnalyticsMarketing Innovation Strategies and Consumer Behavior10.4018/979-8-3693-4195-7.ch002(31-57)Online publication date: 5-Apr-2024
https://doi.org/10.4018/979-8-3693-4195-7.ch002
Sathiyamoorthi V(2024)Information Retrieval System on the WebSustainable Development in AI, Blockchain, and E-Governance Applications10.4018/979-8-3693-1722-8.ch006(93-107)Online publication date: 9-Feb-2024
https://doi.org/10.4018/979-8-3693-1722-8.ch006
Cuzzocrea AFadda E(2024)Modeling and supporting adaptive Complex Data-Intensive Web Systems via XML and the O-O paradigm: The OO-XAHM modelArray10.1016/j.array.2024.10036323(100363)Online publication date: Sep-2024
https://doi.org/10.1016/j.array.2024.100363
Gabriel L(2023)Wachstumsherausforderungen bei der Etablierung digitaler PlattformenMarketing und Innovation in disruptiven Zeiten10.1007/978-3-658-38572-9_4(81-106)Online publication date: 21-Jan-2023
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Papadakis N(2020)Unsupervised Stochastic Learning for User ProfilesComputational Mathematics and Variational Analysis10.1007/978-3-030-44625-3_16(279-297)Online publication date: 6-Jun-2020
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Ramos CHenriques CRodrigues J(2018)Religious Tourism Experience Model (RTEM)Handbook of Research on Technological Developments for Cultural Heritage and eTourism Applications10.4018/978-1-5225-2927-9.ch001(1-29)Online publication date: 2018
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Soegoto ERahmansyah M(2018)Use of internet as product marketing media using internet marketing methodIOP Conference Series: Materials Science and Engineering10.1088/1757-899X/407/1/012053407(012053)Online publication date: 26-Sep-2018
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