Mining the Web: Transforming Customer Data into Customer Value - Softcover

Gordon S. Linoff; Michael J. A. Berry

3.83

6 ratings by Goodreads

9780471416098: Mining the Web: Transforming Customer Data into Customer Value

Softcover

ISBN 10: 0471416096 ISBN 13: 9780471416098

Publisher: John Wiley &Sons, 2002

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Introduces business and technical managers to the exciting new frontier in database technology
Web sites gather a lot of detailed information about customers. Unfortunately, most companies lack the means to use that information to improve their marketing and customer support functions. Considered by most experts to be the new frontier in the database and data warehousing fields, Web mining solves that problem. Coauthored by two bestselling data mining authors, Mining the Web explains, for corporate decision makers, IT managers, and database marketers, how data mining principles and techniques can be applied to various types of Web sites. More importantly, they describe techniques for using the resulting goldmine of business data to develop more effective advertising campaigns and better customer service.

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From the Back Cover:

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

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About the Author:

GORDON S. LINOFF and MICHAEL J. A. BERRY are the founders of Data Miners Inc. (www.data-miners.com), a consulting firm specializing in data mining. They provide analytic CRM consulting for customer-centric companies on and off the Web. They are the authors of Data Mining Techniques and Mastering Data Mining (both from Wiley).

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