Discovering & Deploying Marketing Knowledge through Web Usage Mining

Maurice Mulvenna, AG Buchner, SS Anand, John Hughes

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In the present competitive environment, organisations need to retain existing high-value customers to remain competitive. One technique that can be used to achieve greater loyalty from customers is to personalise services provided. Such customisation of services not only helps customers, by satisfying their needs, but also results in customer loyalty. Electronic commerce sites provide organisations with a lot of information about their customers - information that can be used to personalise services to customers. Web usage mining is a new discipline that addresses these needs, whose key principles are presented in this paper. They include different types of online data, novel kinds of domain knowledge, as well as the discovery of marketing intelligence itself. All concepts have been incorporated within a commercial product called EasyMiner and real-world experiments have been carried out.
LanguageEnglish
Title of host publicationUnknown Host Publication
Number of pages14
Publication statusAccepted/In press - 4 May 1999
EventUNICOM 1999 - London
Duration: 4 May 1999 → …

Conference

ConferenceUNICOM 1999
Period4/05/99 → …

Fingerprint

Marketing
Web usage mining
Customer value
Loyalty
Electronic commerce
Customer loyalty
Experiment
Domain knowledge
Customer information
Competitive environment
Marketing intelligence
Customization

Keywords

  • Data mining

Cite this

Mulvenna, M., Buchner, AG., Anand, SS., & Hughes, J. (Accepted/In press). Discovering & Deploying Marketing Knowledge through Web Usage Mining. In Unknown Host Publication
Mulvenna, Maurice ; Buchner, AG ; Anand, SS ; Hughes, John. / Discovering & Deploying Marketing Knowledge through Web Usage Mining. Unknown Host Publication. 1999.
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Mulvenna, M, Buchner, AG, Anand, SS & Hughes, J 1999, Discovering & Deploying Marketing Knowledge through Web Usage Mining. in Unknown Host Publication. UNICOM 1999, 4/05/99.

Discovering & Deploying Marketing Knowledge through Web Usage Mining. / Mulvenna, Maurice; Buchner, AG; Anand, SS; Hughes, John.

Unknown Host Publication. 1999.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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AU - Anand, SS

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AB - In the present competitive environment, organisations need to retain existing high-value customers to remain competitive. One technique that can be used to achieve greater loyalty from customers is to personalise services provided. Such customisation of services not only helps customers, by satisfying their needs, but also results in customer loyalty. Electronic commerce sites provide organisations with a lot of information about their customers - information that can be used to personalise services to customers. Web usage mining is a new discipline that addresses these needs, whose key principles are presented in this paper. They include different types of online data, novel kinds of domain knowledge, as well as the discovery of marketing intelligence itself. All concepts have been incorporated within a commercial product called EasyMiner and real-world experiments have been carried out.

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Mulvenna M, Buchner AG, Anand SS, Hughes J. Discovering & Deploying Marketing Knowledge through Web Usage Mining. In Unknown Host Publication. 1999