Mining the Web: Transforming Customer Data into Customer Value

By Michael J.A. Berry, Gordon S. Linoff, Michael J. A. Berry

Introduces business and technical managers to the exciting new frontier in database technology Web sites gather a lot of detailed information about customers. Unfortunately, most companies lack the means to use that information to improve their marketing and customer support functions. Considered by most experts to be the new frontier in the database and data warehousing fields, Web mining solves that problem. Coauthored by two bestselling data mining authors, Mining the Web explains, for corporate decision makers, IT managers, and database marketers, how data mining principles and techniques can be applied to various types of Web sites. More importantly, they describe techniques for using the resulting goldmine of business data to develop more effective advertising campaigns and better customer service.

• Format: Paperback
• Language: English
• ISBN: 0471416096
• ISBN13: 9780471416098
• Release Date: February 2002
• Publisher: John Wiley &Sons
• Length: 352 Pages
• Weight: 0.20 lbs.
• Dimensions: 9.5" x 0.8" x 7.6"

Customer Reviews

Comprehensive book about web mining, although not technical

Since I started a new project on behavioral targeting in online advertising, I decided to buy Linoff and Berry's book: Mining the Web (Transforming Customer Data into Customer Value). The book starts by briefly explaining data mining with a marketing point of view. The next chapter describes the three different approaches to mining the web: mining structure, mining usage patterns and mining content. In my case, I was mostly...

Mining the Web

I found this book to be most helpful and thorough, I was immediately inspired to practice these useful tips and easy to intuit instructions. I continue to use it for reference as a resource manual. I highly encourage anyone just getting interested in the concept of data mining, anyone in sales, marketing, public relations, and analytics to start with this book first. After reading this book you will have a strong foundation...

Another winner from a great team

I own Berry and Linoff's first two books on data mining (Data Mining Techniques and Mastering Data Mining); they're the best, and this book lives up to their standards. All three are great for not just teaching the technical stuff, but how and when to apply it to solve problems I really face at my company.

Cutting Through the Hype

We're just starting to look at mining the clickstream, and this is the first book I've found that cuts through the hype and really comes clean on what works and doesn't work. Good, solid techincal information, but better is their coverage of business issues. I love all of the detailed cases. Great job!