Date: Mon, 30 Aug 1999 10:27:47 -0400
From: Phil Sutherland Phil.Sutherland@bhusa.com
Subject: New Book: Data Mining Your Website
New Book: Data Mining Your Website
By Jesus Mena
Digital Press, July 1999, ISBN: 1-55558-2222
Data Mining Your Website is the first book on how to mine web data for
e-commerce and one-to-one marketing. The first point of
contact between a customer and a company increasingly is at
the latter's Website -- where a staggering amount of
behavioral data can be collected and mined. This book is a
guide on how to create, enhance, mine and leverage web data
for cross- and up-selling, product affinities, customer
profiling and relational marketing.
Data Mining Your Website explains how data analysts and marketing
professionals can use traditional and new data mining
techniques, resources and tools to aggregate and analyze web
data to identify online visitor habits, preferences,
tendencies, trends and patterns. Mena describes how
interactive Web technologies such as server-side cookies and
CGI scripts create "minable" data in the form of extended
log files and forms databases.
The book describes how this server data can be enhanced by
merging it with demographic, household and new 'webographic'
information from ad networks and collaborative filtering
engines. It teaches readers how they can use data mining
technologies and tools to cluster, segment, classify,
visualize and optimize this customer and transactional data.
Data Mining Your Website describes how to integrate the data
mining process into an e-commerce operation. Readers will
learn how to leverage data mining analysis to design a
Website that attracts, engages, serves and retains potential
customers in an increasingly competitive online marketplace.
The future and success of e-commerce clearly lies in the
strategic use and leveraging of Web data, which this
pioneering book details. The book provides a working
template on how to effectively mine Web data.
The author, Jesus Mena, is a data mining consultant who has
been mining Web data for years. His Web mining firm,
WebMiner, has analyzed databases for banking, catalog,
financial, government, retailing, telecom and retail
organizations as well as Web content providers and e-
commerce sites.
"E-commerce promises the delivery of products and services
for markets of one. Data mining is the enabler for making
this happen. If you want to know who your customers are,
what they want and how to keep them, then you need to read
this book."
- Andrew Braunberg, Senior Editor, Data Mining News
For a FREE book excerpt go to:
http://www.webminer.com/excerpt.htm
Copyright © 1999 KDnuggets