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Discovering Internet marketing intelligence through online analytical web usage mining

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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          cover image ACM SIGMOD Record
          ACM SIGMOD Record  Volume 27, Issue 4
          Dec. 1998
          89 pages
          ISSN:0163-5808
          DOI:10.1145/306101
          Issue’s Table of Contents

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          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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