Sarabjot S. Anand, Matthias Baumgarten, Alex Büchner, Maurice Mulvenna
The web is fast maturing into an important marketing medium that provides businesses with the ability to undertake one-to-one marketing and provide truly personalised services to their customers. Log files provide a rich source of information about customers that can be used for achieving these goals. However, the knowledge required to undertake such activity is far removed from what is provided by the current breed of analysis tools for web log files. In this paper we describe an innovative Web Intelligence tool, Easyminer, that provides marketers in e-marketing departments with access to data mining technology that can sift through large amounts of data collected automatically on customer interaction with the businesses web site and bring to light useful marketing knowledge.
Keywords: Web Intelligence, Web Mining, Sequence Discovery, Web session Segmentation
Citation: Sarabjot S. Anand, Matthias Baumgarten, Alex Büchner, Maurice Mulvenna: Gaining Insights into Web Customers using Web Intelligence. In W.Horn (ed.): ECAI2000, Proceedings of the 14th European Conference on Artificial Intelligence, IOS Press, Amsterdam, 2000, pp.681-685.