A Framework to Integrate Business Goals in Web Usage Mining

Hochsztain, Esther; Millán, Socorro; Pardo, B.; Peña, José M.; Menasalvas, Ernestina

doi:10.1007/3-540-44831-4_4

Cited by 1 publication

(1 citation statement)

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“…However, only an investigation on website performance based on the individual visitor session level enables a valid demand-actuated evaluation of customer/visitor value by quantifying the effectiveness of a company's RM effort in their website usage. Though, suitable methodological approaches that are able to enrich existing company data by providing internal measure of website performance in the context of relational marketing analysis are rare (Hahn & Kauffman, 2004;Hochsztain, Millán, Pardo, Pena, & Menasalvas, 2003). Furthermore, as far as we know, approaches that directly link the evaluation of a company's RM effectiveness to website performance, empirically based on customer website usage, do not exist.…”

Section: Introductionmentioning

confidence: 99%

Determining the performance of website-based relationship marketing

Schäfer

Kummer

2013

Expert Systems with Applications

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Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data.This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability of our approach is demonstrated by clickstream data of 477,471 visitor sessions on a software developer's website. The results provide detailed insights into the usage behavior on a website and the mechanisms to enhance e-commerce efficiency via website optimization.

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Section: Introductionmentioning

confidence: 99%