UK web data mining software, services and website traffic
analysis
Logfile analysis programs, although valuable for visitor
behavioural analysis, can only provide relatively simple analyses
of e commerce buyer behaviour. In contrast, data mining software
can provide very sophisticated customer research analysis
by finding hidden patterns in databases.
Web data mining requires the establishment and recording
of visitor and item characteristics, and visitor interactions.
These statistics accumulate when visitors interact with items,
your web site, and your business.
Visitor characteristics include:
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demographics - attributes such as home address, age,
income, home ownership, computer ownership etc.
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personality attributes such as highly protective
feelings toward children, strong interest in local
issues, impulse-buying tendencies, early adopters,
keen interest in sports and recreation etc.
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attributes of the visitor's system, such as operating
system, browser, domain, and modem speed
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Visitor-item interactions include:
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history of purchases
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response to advertising, history
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preference information
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feedback
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Data mining works best with clear, measurable goals such
as:
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increasing average page views per session
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increasing average profit per checkout
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decreasing products returned
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increasing the number of referred customers
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increasing brand awareness
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increasing visitor and customer retention rate (such
as number of visitors that have returned within 30
days)
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increasing conversion rate of visitors into customers
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increasing the average number of items sold to each
buyer.
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Web data mining software provides sophisticated intelligence
and analysis of visitor and customer behavior but at a price.
There are few "off the shelf" web data mining softwaresolutions
and those that are available are expensive. On the other hand,
if a data mining tool enables a significant continuing increase
in sales, then the cost will be more than offset by the benefits.
Merchant Internet will assist you to evaluate the costs and
benefits of web data mining and customer profiling and select
the software best suited to your marketing requirements.
Maximise sales with data mining
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