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<HTML> <HEAD> <!--SCRIPT LANGUAGE="JavaScript" SRC="http://a1835.g.akamai.net/f/1835/276/3h/www.netlibrary.com/include/js/dictionary_library.js"></SCRIPT> <SCRIPT LANGUAGE="JavaScript"> if (!opener){document.onkeyup=parent.turnBookPage;} </SCRIPT!--> <META HTTP-EQUIV="Cache-Control" CONTENT="no-cache"> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Expires" CONTENT="-1"><META http-equiv="Content-Type" content="text/html; charset=windows-1252"><SCRIPT>var PrevPage="Page_299";var NextPage="Page_301";var CurPage="Page_300";var PageOrder="307";</SCRIPT> <TITLE>Document</TITLE> </HEAD> <BODY BGCOLOR="#FFFFFF"><CENTER><TABLE BORDER=0 WIDTH=100% CELLPADDING=0><TR><TD ALIGN=CENTER> <TABLE BORDER=0 CELLPADDING=2 CELLSPACING=0 WIDTH=100%> <TR> <TD ALIGN=LEFT><A HREF='Page_299.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_301.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_300'/><A NAME='{9E6}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR><TD ALIGN=RIGHT><FONT FACE='Times New Roman, Times, Serif' SIZE=2 COLOR=#FF0000>Page 300</FONT></TD></TR></TABLE><A NAME='{9E7}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>E-mining can assist you in figuring out exactly what customers want and deliver just that. It can assist you in improving your profit margins, in gaining control over your back-end inventory, and in the end, in improving the design and sequencing of your web pages. Most of all it can assist you in keeping your online customer satisfied by allowing you to profile them, through the mapping of their online behavior and demographics. E-mining removes a lot of the guesswork from doing business on the Web. Through the mining of your transactional data you can become more responsive to your online customers, making it hard for them to go elsewhere. Above all, e-mining is a business process with a specific goal: <I>to extract a competitive insight from your online interactions.</I></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{9E8}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>Beyond providing your customers the right product and service options, e-mining can also guide you in creating a strong relationship with your online clients. If your website provides a product or service that succeeds in your customers' eyes, and you are responsive to their needs again and again, then their investment in your company can create a lasting loyalty, helping you increase your market share of that client. In the following example, we will demonstrate how several data mining techniques can be used to gain this type of insight through an analysis of visitor site behavior, which in turn can provide you a composite profile of who they are.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{9E9}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>However, as with all other data mining projects, we must first start with the basics: the data and its various components. For these analyses we start with some basic server log files coupled with some customer information culled from a registration form database. We then merged this website data with our own data warehouse and some external demographic and household database sources. Several data mining analyses will then be performed to demonstrate the different insight and output each of the technologies and tools can provide to web, marketing, and business teams involved in e-commerce. The e-mining process breaks down as follows:</FONT><FONT FACE='Times New Roman, Times, Serif' SIZE=3 COLOR=#FFFF00><!-- break --></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{9EA}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 WIDTH=589 CELLPADDING=5><TR><TD WIDTH=127 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Data Analysis</B></FONT></TD><TD WIDTH=156 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Technology</B></FONT></TD><TD WIDTH=306 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Goal</B></FONT></TD></TR><TR><TD WIDTH=127 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Association</FONT></TD><TD WIDTH=156 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Visualization</FONT></TD><TD WIDTH=306 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Discover product and consumer relations.</FONT></TD></TR><TR><TD WIDTH=127 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Clustering</FONT></TD><TD WIDTH=156 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Self-Organizing Map</FONT></TD><TD WIDTH=306 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Discover cross-selling opportunities.</FONT></TD></TR><TR><TD WIDTH=127 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Segmentation</FONT></TD><TD WIDTH=156 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Decision Tree</FONT></TD><TD WIDTH=306 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Discover key market segments.</FONT></TD></TR><TR><TD WIDTH=127 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Classification</FONT></TD><TD WIDTH=156 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Neural Network</FONT></TD><TD WIDTH=306 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Predict propensity to purchase.</FONT></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{9EB}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom"> </A><!-- netLibrary.com Copyright Notice --> </BODY></HTML>⌨️ 快捷键说明
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