Title: Web Log Mining als Instrument der Marketingforschung: Ein systemgestaltender Ansatz f�r internetbasierte M�rkte (Informationsmanagement und Controlling) (German Edition)
Publisher: Deutscher Universit�tsverlag
Publication Date: 2001
Language: German
ISBN 10: 3824473097
ISBN 13: 9783824473090
Binding: Soft cover
Condition: New

About this title

Synopsis

Die Bedeutung des Internet als Plattform f�r den Electronic Commerce stellt die Marketingforschung vor neue Aufgaben. Bei der Online-Nutzung wird eine Vielzahl konsumentenbezogener Daten protokolliert, die eine wertvolle Grundlage f�r die Wissensgewinnung in elektronischen M�rkten darstellen. Diese Datenbasis stellt hohe Anforderungen an die einzusetzenden Analysesysteme.

Frank Bensberg pr�sentiert einen systemgestaltenden L�sungsansatz, bei dem indirekte Datengewinnungsinstrumente des Internet in Hinsicht auf ihre inhaltlichen und formalen Eigenschaften untersucht und eingesetzt werden. Als Basis dienen die Konzepte Knowledge Discovery in Databases (KDD) und Data Mining, die an die Erfordernisse der Marketingforschung in internetbasierten M�rkten adaptiert und f�r das Konzept des Web Log Mining genutzt werden. Da dies durch existierende Analysesysteme nur unzureichend unterst�tzt wird, entwickelt der Autor das Softwaresystem AutoGen, dessen anwendungsbezogenen Nutzen er auf der Grundlage konsumentenbezogener Realdaten eines internetbasierten Marktsystems evaluiert.

About the Author

Dr. Frank Bensberg ist wissenschaftlicher Assistent von Prof. Dr. Heinz Lothar Grob am Institut f�r Wirtschaftsinformatik der Universit�t M�nster.

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