Web Intelligence & Representation of Mined Knowledge

This paper describes the practical application of web intelligence for visitor behavioural analysis. The objective of the paper is to show how the research in data mining carried out in the authors’ laboratory has been synthesised to address the requirements of web intelligence. Initially, Web Intelligence is defined, and the data components used are explained. Then, the individual components of web intelligence are outlined. Our research goals and our previous work is described in the following sections, followed by the inter-linked goals for digital marketing using web intelligence. The main body of the paper describes the various data-mining based analytical processes employed for web intelligence, including segmentation, sequences & click streams, and visitor data. The section on closing the marketing circle describes how the output of web intelligence can form a firm foundation for personalisation activities. The section on NetMODEL outlines how mark-up languages may be used to represent the output of mining operations. The final section draws conclusions on the application of web intelligence in the near future.