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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

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 secs

5 Web mining: Udfordringer Traditionel data Dot com data kunder (pr. problem) warehouse få beskrivende variabler (alder,køn,postnummer) ”regnearks problemer” Kunde data og transaktioner '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 ,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 , ,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,a0a0b , ,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 , ,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,a0a0b , ,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,a0a0b ,

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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