Knowledge discovery from click stream data and effective site management

Authors:
Katsutoshi Yada;Kosuke Ohno
Affiliations:
Faculty of Commerce, Kansai University, Suita, Osaka, Japan;Faculty of Commerce, Kansai University, Suita, Osaka, Japan
Venue:
JSAI'06 Proceedings of the 20th annual conference on New frontiers in artificial intelligence
Year:
2006

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Abstract

The aim of this paper is to discuss the development of a system for the discovery of valuable new knowledge and to create effective sales strategies based on that knowledge by using massive amounts of click stream data generated by site visitors. This paper discusses and clarifies the process as to how detailed consumer behavior patterns are extracted from click stream data of Internet mall retail site and how such patterns can be used as a source of new ideas for creating new marketing strategies. We will also discuss our successful use of an improved version of the genome analysis system called E-BONSAI to extract and analyze special character strings related to site visitor behavior indicated by distinctive click patterns.