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Sharda Dss10 PPT 08 ST

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91 views14 pages

Sharda Dss10 PPT 08 ST

Uploaded by

amalr.dawod
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 14

Business Intelligence and Analytics:

Systems for Decision Support


(10th Edition)

Chapter 8:
Web Analytics, Web Mining, and
Social Analytics
Web Mining Overview
 Web is the largest repository of data
 Data is in HTML, XML, text format
 Challenges (of processing Web data)
 The Web is too big for effective data mining
 The Web is too complex
 The Web is too dynamic
 The Web is not specific to a domain
 The Web has everything
 Opportunities and challenges are great!
-2 Copyright © 2014 Pearson Education, Inc.
Web Mining
 Web mining (or Web data mining) is the
process of discovering fundamental
relationships from Web data (textual, linkage,
or usage)
 Is it the same as data mining on data
generated on the Internet?
 Web data?
 Content, Link, Log, …

-3 Copyright © 2014 Pearson Education, Inc.


Web Mining
Data Text
Mining Mining

WEB MINING

Web Content Mining Web Structure Mining Web Usage Mining


Source: unstructured Source: the unified Source: the detailed
textual content of the resource locator (URL) description of a Web
Web pages (usually in links contained in the site’s visits (sequence
HTML format) Web pages of clicks by sessions)

Search Engines Sentiment Analysis Semantic Webs Web Analytics

Page Rank Information Retrieval Graph Mining Social Analytics Clickstream Analysis

Search Engines Optimization Social Network Analysis Social Media Analytics Log Analysis

Marketing Attribution Customer Analytics 360 Customer View

-4 Copyright © 2014 Pearson Education, Inc.


Web Content/Structure Mining
 Mining the textual content on the Web
 Data collection via Web Crawlers/Spiders

 Web pages include hyperlinks


 Authoritative pages
 Hubs
 hyperlink-induced topic search (HITS)
 Algorithm used to calculate hubs and authorities

-5 Copyright © 2014 Pearson Education, Inc.


Web Usage Mining
 Web Usage Mining Web Analytics!
 Extraction of information from data
generated through Web page visits and
transactions…
 data stored in server access logs, referrer
logs, and client-side cookies
 Clickstream data, clickstream analysis

-6 Copyright © 2014 Pearson Education, Inc.


Web Usage Mining
 Web usage mining applications
 Determine the lifetime value of clients
 Design cross-marketing strategies across products
 Evaluate promotional campaigns
 Target electronic ads and coupons at user groups
based on user access patterns
 Predict user behavior based on previously learned
rules and users' profiles
 Present dynamic information to users based on their
interests and profiles
 …
-7 Copyright © 2014 Pearson Education, Inc.
Web Usage Mining
(Clickstream Analysis)

Pre-Process Data Extract Knowledge


Website
User / Collecting Usage patterns
Customer Merging User profiles
Cleaning Page profiles
Structuring Visit profiles
- Identify users Customer value
- Identify sessions
- Identify page views
- Identify visits
Weblogs

How to better the data


How to improve the Web site
How to increase the customer value

-8 Copyright © 2014 Pearson Education, Inc.


Web Analytics Metrics
 Provides near-real-time data to deliver invaluable
information to …
 Web analytics metric categories:
 Web site usability: How were they using my Web site?
 Traffic sources: Where did they come from?
 Visitor profiles: What do my visitors look like?
 Conversion statistics: What does all this mean for the
business?

-9 Copyright © 2014 Pearson Education, Inc.


Web Analytics Metrics
- Web Site Usability

Web Site Usability Traffic Source


1. Page views 1. Referral Web sites
2. Time on site 2. Search engines
3. Downloads (paid or organic)
4. Click map 3. Direct
5. Click paths 4. Offline campaigns
5. Online campaigns

-10 Copyright © 2014 Pearson Education, Inc.


Web Analytics Metrics
- Web Site Usability

Visitor Profiles Conversion Statistics


1. Keywords 1. New visitors
2. Geography 2. Returning visitors
3. Time of day 3. Leads
4. Landing page 4. Sales/conversions
5. Abandonment rates

-11 Copyright © 2014 Pearson Education, Inc.


A Web Analytics Dashboard

-12 Copyright © 2014 Pearson Education, Inc.


Web Analytics Tools
 Plenty of them exist, and numbers are increasing
(Web-based versus downloadable)
 Google Web Analytics (google.com/analytics)
 Yahoo! Web Analytics (web.analytics.yahoo.com)
 Open Web Analytics (openwebanalytics.com)
 Piwik (PIWIK.ORG)
 FireStats (firestats.cc)
 Site Meter (sitemeter.com)
 Woopra (woopra.com)
 AWStats (awstats.org)
 Snoop (reinvigorate.net) …
-13 Copyright © 2014 Pearson Education, Inc.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted, in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of the publisher. Printed in the
United States of America.

-14 Copyright © 2014 Pearson Education, Inc.

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