Web sites gather a lot of detailed information about customers. Unfortunately, most companies lack the know–how to capitalize on this information in order to improve their marketing and customer support functions. Considered by most experts to be the new frontier in the database and data warehousing fields, data mining can help change all this. Data mining techniques can be applied to the Web with results that can lead to more efficient and successful advertising campaigns, better customer service, and, ultimately, increased profits.
Written by two bestselling data mining authors, Mining the Web shows you how to identify your most profitable customers, attract them, and, most importantly, keep them coming back. Linoff and Berry review specific data mining and analysis techniques for monitoring customer behavior and explain how to conduct marketing tests to better understand customers.
They begin with a look at how the Web can create new opportunities and challenges for data mining, and then offer a basic overview of different approaches to mining the Web, including a summary of those data mining techniques that work best for Web mining. The remaining chapters then demonstrate how to apply data mining to specific types of online businesses, including:
∗ Click–and–mortar retailers
∗ Online retailers of digital content–including sites that sell music and others that sell information
∗ Advertising–driven sites that need to find new ways to attract the right audience
∗ Auction sites and B2B trading exchanges that need to predict the best prices for items
∗ Subscription sites that want to sell content to specialized audiences
Wiley Computer Publishing
Timely. Practical. Reliable.
Visit our Web site at [external URL]
Visit the authors′ Web site at [external URL]
1. Nothing New under the Sun?
2. Approaches to Mining the Web.
3. Online Retailing: Selling Things That Get Delivered in a Truck.
4. Digital Content: Selling Things That Get Delivered through the Ether.
5. Selling Eyes to Advertisers.
6. Marketplaces: Connecting Sellers and Buyers.
7. How Much Are Your Customers Worth?
8. Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing.
9. Cohort Analysis: Using Cohorts to Track Customers.
10. Using Marketing Tests to Understand Customers.
11. Live (and Test) and Learn.