Mining web data: Techniques for understanding the user (download)

In Data & Analytics, Downloads, Marketing and Sales by Hannah

Big data

Web Data Mining is a technique used to trawl through various web resources to collect specific information, which enables an individual or a company to promote business, understand marketing dynamics, new promotions floating on the Internet, etc. There is a growing trend among companies, organizations and individuals to gather information through web data mining and utilize that information in their best interest.

Data Mining is done through various types of data mining software. This can be simple data mining software or bespoke software for detailed and extensive mines. For example, if a company is looking for information on doctors including their emails, telephone, location, etc., this information can be mined through one of these data mining software programs. This information collection allows companies to improve revenue by using this business intelligence to make vital business decisions.

Before this data mining software came into being, different businesses used to collect information from recorded data sources. But the bulk of this information was daunting and time consuming to gather by going through all the records, therefore the approach of computer based data mining evolved and has gained huge popularity. It has now become a necessity for the survival of most businesses.

This data is used to gain more knowledge. Through analysis, business can predict what would be the the right approach on a particular issue. Web data mining does not only gain business information but it is also used by various organizational departments to make to improve predictions and decisions for in areas such as business development, work flow, production processes and more by going through the business models derived from the data mining.

A strategic analysis department can undermine their client archives with data mining software to determine what offers they need to send to what clients for maximum conversions rates. For example, a company is thinking about launching cotton shirts as their new product. Through their client database, they can clearly determine as to how many clients have placed orders for cotton shirts over the last year and how much revenue those orders have brought to the company.

After this analysis, the company can make decisions about which offers to send both to those clients who had placed orders on the cotton shirts and those who had not. This makes sure that the organization heads in the right direction in their marketing and does not go through a trial and error phase to learn the hard facts by spending money needlessly. These analytical facts also shed light on the percentage of customers who move from your company to your competitor.

The data mining also empowers companies to keep a record of fraudulent payments which can all be researched and studied. This information can help develop more advanced and protective methods that can be undertaken to prevent such events from happening. Buying trends shown through web data mining can help you to make forecast on your inventories as well. This is a direct analysis, which will empower the organization to fill in their stocks appropriately for each month depending on the predictions they have laid out through this analysis of buying trends.

The data mining technology is going through a huge evolution and new and better techniques are made available all the time to gather whatever information is required. Web data mining technology is opening avenues on not just gathering data but it is also raising a lot of concerns related to data security. There is loads of personal information available on the internet and web data mining had helped to keep the idea of the need to secure that information at the forefront.

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If you find this content interesting you might also be interested in hearing from the region's largest gathering of marketing, loyalty and data professionals strategizing how to improve the effectiveness of their customer engagement strategy and attend En-Gage: The Marketing Show 2012 Middle East which has a separate stream on Big Data

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