E-Retail Example--Data Mining Goals

A Web-Mining Scenario Using CRISP-DM

With the help of its data mining consultant, the e-retailer has been able to translate the company's business objectives into data mining terms. The goals for the initial study to be completed this quarter are:

• Use historical information about previous purchases to generate a model that links "related" items. When users look at an item description, provide links to other items in the related group (market basket analysis).
• Use Web logs to determine what different customers are trying to find, and then redesign the site to highlight these items. Each different customer "type" will see a different main page for the site (profiling).
• Use Web logs to try to predict where a person is going next, given where he or she came from and has been on your site (sequence analysis).