• Author:
  • Linoff, Gordon S.
  • Berry, Michael J. A.
• Subject:
  Computer Communications & Networking
• Published by:
  John Wiley & Sons Inc (US)
• Published:
  19/02/2002
• Price:
  $97.99
• <  Buy this book  >

The Web is full of promises unfulfilled. Web sites gather lots of detailed information about customers, but some companies don?t know how to use this information to improve customer marketing and support. Mining the Web is designed to show business and IT managers how data mining techniques, proven in the brick-and-mortar world, can lead to more efficient and successful advertising campaigns, better customer service and ultimately increased profits. The authors begin by showing how the Web can create new opportunities and challenges for data mining. They then provide a basic overview of different approaches to mining the Web, including a summary of those data mining techniques that work best for Web mining.

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).

Introduction.

Acknowledgments.

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.

Index.