E-Retail Example--Assessing the Situation

A Web-Mining Scenario Using CRISP-DM

This is the electronics e-retailer's first attempt at Web mining, and the company has decided to consult a data mining specialist to help in getting started. One of the first tasks the consultant faces is to assess the company's resources for data mining.

Personnel. It's clear that there is in-house expertise with managing server logs and product and purchase databases, but little experience in data warehousing and data cleaning for analysis. Thus, a database specialist may also be consulted. Since the company hopes the results of the study will become part of a continuing Web-mining process, management must also consider whether any positions created during the current effort will be permanent ones.

Data. Since this is an established company, there is plenty of Web log and purchase data to draw from. In fact, for this initial study, the company will restrict the analysis to customers who have "registered" on the site. If successful, the program can be expanded.

Risks. Aside from the monetary outlays for the consultants and the time spent by employees on the study, there is not a great deal of immediate risk in this venture. However, time is always important, so this initial project is scheduled for a single financial quarter.

Also, there is not a lot of extra cash flow at the moment, so it is imperative that the study come in under budget. If either of these goals should be in danger, the business managers have suggested that the project's scope should be reduced.