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Commercial Data Mining by David Nettleton

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Chapter e14

Analysis of Data on the Internet I – Website Analysis and Internet Search

Abstract

This is the first of four chapters that deal with the analysis of data on the Internet and in an online environment. This chapter gives an introduction to website analysis and Internet search using two contrasting case studies: first, the chapter discusses how to analyze the transactional data from customer visits to a business’s website, and second, it explores how Internet search can be used as a market research tool. The examples serve to illustrate how the Internet can be used as a tool for individual marketing, mass marketing, and marketing sentiment surveys. The examples also illustrate the following two business objectives: (i) analyzing activity ...

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