Chapter 6: The Data Components

Chapter 6: The Data Components

Overview

Every visit to your website creates a record of absolutely everything that happens during that session. Depending on how your website is configured, a significant amount of visitor and customer information can be captured and stored on your server log files or some other type of database for data mining. As your website increasingly becomes the first point of contact between your company and your current and future customers, a careful analysis of this web-based information can be quite important. For example, most likely your company wants to know who?s visiting your site, what draws them there, and how they got there. You certainly would like to know what your website visitors are looking at, as well as what it is they are buying and most importantly who they are . Your website data is the most direct source of information about your current and potential future customers. In fact it is your company dynamic customer information file creating itself with every visit and online transaction. In this chapter we will discuss the important data components captured at your website that can provide valuable insight through data mining.

The single most time-consuming part of mining your website will involve the capturing, extraction, aggregation, and preparation of your server data for analysis. This will likely involve some preliminary planning by your web administrator or team in coordination with your sales, marketing, and other business groups in your company. At issue will be the...

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Chapter 6: The Data Components

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