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On the deployment of web usage mining

Anand, S. S., Mulvenna, Maurice and Chevalier, K. (2003) On the deployment of web usage mining. In: Web Mining: From Web to Semantic Web. (Eds: Berendt, B., Hotho, A., Mladenic, D., VanSomeren, M., Spiliopoulou, M. and Stumme, G.), Springer-Verlag Berlin, Cavtat Dubrovnik, CROATIA, pp. 23-42. ISBN 3-540-23258-3 [Book section]



In this paper we look at the deployment of web usage mining results within two key application areas of web measurement and knowledge generation for personalisation. We take a fresh look at the model of interaction between business and visitors to their web sites and the sources of data generated during these interactions. We then look at previous attempts at measuring the effectiveness of the web as a channel to customers and describe our approach, based on scenario development and measurement to gain insights into customer behaviour. We then present Concerto, a platform for deploying knowledge on customer behaviour with the aim of providing a more personalized service. We also look at approaches to measuring the effectiveness of the personalization. Various standards that are emerging in the market that can ease the integration effort of personalization and similar knowledge deployment engines within the existing IT infrastructure of an organization are also presented. Finally, current challenges in the deployment of web usage mining are presented.

Item Type:Book section
Keywords:Computer Science, Theory & Methods
Faculties and Schools:Faculty of Computing & Engineering
Faculty of Computing & Engineering > School of Computing and Mathematics
ID Code:893
Deposited By: Professor Maurice Mulvenna
Deposited On:22 Mar 2010 16:41
Last Modified:17 Oct 2017 15:34

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