Mining the Web

Transforming Customer Data into Customer Value

Gordon Linoff, Michael J.A. Berry

348 pages, parution le 14/05/2002

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Résumé

Learn how data mining can help achieve your business goals–from the leading author team writing on data mining today!

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

Contents

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.

L'auteur - Gordon Linoff

Gordon S. Linoff

is a founder and principal consultant with Data Miners. He has fourteen years of professional experience as a software engineer and consultant. He is a frequent speaker on using technology to enable organizations to realize the potential of one-to-one marketing using data warehousing and data mining. Mr. Linoff has extensive experience in the telecommunications, finance, medical, and retail industries in both data mining and data warehousing.

L'auteur - Michael J.A. Berry

Michael J. A. Berry

has twenty years experience applying advanced data mining techniques, data warehousing designs, developing Internet and intranet solutions, providing decision support, providing full text information retrieval capability, and designing and implementing software applications.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Gordon Linoff, Michael J.A. Berry
Parution	14/05/2002
Nb. de pages	348
Format	19 x 23,5
Couverture	Broché
Poids	641g
Intérieur	Noir et Blanc
EAN13	9780471416098
ISBN13	978-0-471-41609-8