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Web Mining. Karsten Dalsgaard Senior Konsulent Unispeed A/S

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Presentasjon om: "Web Mining. Karsten Dalsgaard Senior Konsulent Unispeed A/S"— Utskrift av presentasjonen:

1 Web Mining

2 Karsten Dalsgaard Senior Konsulent Unispeed A/S kd@unispeed.com

3 Oversigt  Web mining  Udfordringer  Data processering  Scoring, e-com, Banner optimering  Netlogger på Jubii

4 Web mining: Udfordringer Traditionel Dot com sites Churn (10-15%) Fraud (1-5%) segmentering (4-8 stks) Krydssalg (sælger) Direct mail (alle) Marketing ?$$$? KPI'er - Rapporter Reationstid - Dage Loyalitet - cookie/logins Fraud - ”organiseret” Segmentering ”mange” Direct Pr. Banner/mail ”Marketing” - online KPI'er - web rapporter Reaktionstid - 0.1 secs

5 Web mining: Udfordringer Traditionel data Dot com data 10000-40000 kunder (pr. problem) warehouse få beskrivende variabler (alder,køn,postnummer) ”regnearks problemer” Kunde data og transaktioner 1.000.000'er warehouse mange beskrivende variabler data behandles direkte via databaser logs kunde og data

6 Data processering ETL: sh-scripts ftp Parsing: *.c awk perl andre script sprog...? Databaser: SQL..log og stjerneskemaer Labeling: URI og andet

7 Ex. på banner log 983234053,adsrv1,1002,1880,38,3,1,0,0,17,3,4,11,20,28,31,57,60,62,75,100,346,454,554,7 12,772,773,6,38,429,387,635,692,691,21,31,43,48,50,60,82,93,100,110,150,163,735,739,10 08,1034,1084,6752,9370,9500,14224,14227,1,USERID,d47080fd-141-983221909-7, 983234053,adsrv1,758,1292,35,3,1,0,0,13,4,8,11,20,28,31,57,75,97,346,552,557,639,3,35, 485,562,21,31,43,48,50,60,82,93,100,110,150,163,735,736,741,742,1008,1034,2127,9479,14 225,14227,1,USERID,a0a0b98-131-980682017-10, 983234053,adsrv1,915,1634,38,3,1,0,0,16,3,4,11,20,28,31,57,60,62,75,90,100,454,553,772,773,5,38,484,387,692,691,21,31,43,48,50,60,82,93,100,110,150,163,735,739,874,1034,108 4,6752,9355,9500,14224,14227,1,USERID,d47080fd-141-983055040-2, 983234054,adsrv1,897,1828,38,3,1,0,0,15,4,8,11,20,28,31,57,60,62,75,100,454,553,772,77 3,5,38,484,387,692,691,21,31,43,47,50,60,82,93,100,110,150,163,735,739,1034,1084,6691, 6752,9365,9500,14225,14227,1,USERID,a0a0b98-131-980686088-2, 983234054,adsrv1,758,1291,35,3,1,0,0,11,4,11,20,28,31,57,75,90,97,557,639,3,35,485,562,18,31,43,48,50,60,82,93,100,110,150,163,735,736,741,742,911,1034,2127,1,USERID,a0a0b9 8-246-975275520-2,

8 Scoring Web server Banner server Logfiler Mining Profiler UserID Adf₣rd Scorings basen Modeller: Neurale Net Trænet Model Online / offline

9 Web Rapportering


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