Data mining your website

Data Mining Your Website
	Contents
	1— mine2.com
		The Idle Portal
		Mining Data
		Nothing New
		Mining Online
		How Data Mining Answers Key Business Questions
			Classification/Prediction
			Segmentation
			Association
			Clustering
			Visualization
			Optimization
		Data Mining Drives Relational Marketing
		Web Privacy
		Benefits and Incentives
		Ten Steps to Mining Your Web Data
		A Bookseller Example
			Look at the Data
			Split the Data
			Model the Data
			Integrate the Solution
		Compiling an Identity
		The Architecture for Analysis
		Personalized Future
		Why Bother?
	2— What Is Data Mining?
		It's about Predators and Patterns
		A Definition
		Drowning in Data
		The Complexity of Loyalty
		Traditional Data Mining Applications
		New Data Mining Applications
		Statistics
		Data Mining vs. Statistics
		Online Analytical Processing
		Data Mining vs. OLAP
		Website Analysis Tools
		Website Analysis Tools vs. Data Mining Tools
		Visual Data Mining
			Visualization Packages
			Link Analysis Systems
			Quantitative Display
		Data Mining Solutions
		Why and Who, Not What
		The Online Corner Store
		Selling as a Service
		Web Marketing
		Online Coupons
		Mining Customer Value
	3— Networks and Algorithms
		They're about Learning and Evolving
		The AI War
		The Top-Down Approach
		The Bottom-Up Approach
		Neural Networks
		From Slugs to VISA
		Back-Propagation Networks
		Supervised Learning
		Training a Network
		Preparing Your Data
		Webbing Your Features
		Purchasing Propensity
		Training Cycle
		Self-Organizing Maps (SOM)
		Calibrating Clusters
		Neural Network Tools
		Machine-Learning Algorithms
		A Measure of Information
		The Rules
		The Trees
		The Trees vs. The Rules
		Automatic Segmentation
		Machine Learning Your Site
		Machine-Learning Tools
		Genetic Algorithms
		Code of Survival
		Reproduction
		Crossover
		Mutation
		A Step-by-Step Example Using a Binary-Coded GA
		Data Mining with Genetic Algorithms
		Genetic Algorithm Applications
		The AI Cousins: Case-Based Reasoning and Fuzzy Logic
			Case-Based Reasoning (CBR)
			Fuzzy Logic
		Conclusion
	4— Ten Steps to Mining Your Data
		Identify Your Web Business Objective
			Baseline
		Select Your Data
			Creating Customer Data
			Brand Sites
			Banners
			Buttons
			Pop Ups
			Push
			E-mail
			Chat
			Agents
			Dealing with Transactional Data
		Prepare Your Data
			Enhancing Your Data
		Evaluate Your Data
			Utility Tools for Preparing and Viewing Your Data
		Format the Solution
		Select the Tools
			Scalability
			Accuracy
			Formats
			Solutions
			Preprocessing
			Connectivity
			Import/Export
			Memory Management
			Performance
			Noise
			Paradigms
			Efficiency
			Tool Selection
			A Tool Shopping Tip: Kick the Tires before Buying
		Construct the Models
		Validate the Findings
		Deliver the Findings
		Integrate the Solutions
			Integrating Your Website and Data Warehouse
				The iVALS Wizards Profile
	5— The Tools
		Criteria
		Single Paradigm Tools
			Database Mining Marksman
			4Thought
			KnowledgeSEEKER
			NGO NeuroGenetic Optimizer
			WizWhy
		The Data Mining Suites
			Clementine
			DataEngine
			Decisionhouse
			Scorecard Builder
		Other Tools
		Final Tool Tip
	6— The Data Components
		Server Log Files
			Transfer Log File
			Host Field
			Identification Field
			Authuser Field
			Time Stamp
			HTTP Request
			Status Code Field
			Transfer Volume
			Error Log
			Referrer Log
			Agent Log
		Extended Log Format
		Configuring Your Server
			Server Configuration Tips
			Apache and NCSA Server Configurations
			CERN Server Configurations
			Netscape Server Configurations
			WebSite Server Configurations
		The Multiplicity of a Visit
		Cookie Files
		A Cookie Future
		Cookie Applications
		Configuring Cookies
		Cookies and CGI
		Open Profiling System (OPS)
			Introduction
		Forms
		Common Gateway Interface
		Assembling the Components
		Components Considerations
	7— The Providers
		Marketing Data Providers
			Applied Geographic Solutions
			Acxiom
			CACI (ACORN)
			Claritas
			Equifax
			Experian
			Polk
			Trans Union
		Web Services and Software Providers
			Art Technology Group
			Aptex
			Autonomy
			BroadVision
			DoubleClick
			Engage Technologies
			Firefly
			GuestTrack
			Gustos
			Internet Profiles Corporation (I/PRO)
			IMGIS
			InText
			LikeMinds
			MatchLogic
			MicroMass
			NetPerceptions
			Vignette
		Your Data Warehouse
		Closing the Loop
	8— E-Retailing
		The Product is the Message
		Sale Segmentation
		The Digital Marketplace
		Product Customization
		Consumer Profiling
			Real-Time Buying
			Organize Your Storefront
			Retailing and Mining
			Electronic Commerce
	9— E-Mining
		Mining Your Site
		Capturing the Look
		A Sample Website Session
		Interactive by Design
		Solid State
		The Data Set
		Clustering (Association and Sequencing)
		Segmentation
		Classification and Prediction
		Optimization
		Visualization
		It's an Integrated Iterative Process
		Data Mining Future
		The Personalization of Self
		Right Turns, Hand Grenades, and Integrity
	Appendix— Privacy Consortiums, Standards, and Legislation
		TRUSTe
		Direct Marketing Association
		Internet Engineering Task Force
		Platform for Privacy Preference Project
		Open Profile Standard
		Federal Trade Commission
		European Data Protection Directive
	Glossary
		A
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		V
	Index
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