1. Web Usage Mining for Effective Personalization and Adaptation of Statistical Web Sites
Boštjan Kožuh
Statistical Office of the Republic of Slovenia,
International Output Database and Marketing Conference
The Hague, 8 September 2005

2. The background… NSOs’ websites Increasing number of visitors
huge repositories of information
continue to grow
Increasing number of visitors
highly heterogeneous, globally distributed
different interests and aims
using different devices and interfaces
Complexity of web tasks increases
Web site design
Navigation through web site
How to serve the needs of each individual user?
IMAODBC 2005

3. To the rescue… Web personalization Personalization ≠ Customization
“Any action that adapts the information or services provided by a Web site to the needs of a particular user or a set of users, taking advantage of the knowledge gained from the users’ navigational behaviour and individual interests, in combination with the content and the structure of the Web site”
Personalization ≠ Customization
Several techniques
Manual decision rule systems
Content-based filtering systems
Collaborative filtering
Web usage mining
IMAODBC 2005

4. Web usage mining (WUM)…
Special application of data mining aimed at extracting interesting patterns in web access logs
The goal of using WUM for web personalization?
Recommend a set of objects to a particular user based on his usage pattern
Steps
Data acquisition
User data
Usage data
Data analysis
Pre-processing
Mining (asocciation rules, sequential patterns, clustering)
Application of results
IMAODBC 2005

5. WUM in action… Web site personalization Improving effectiveness
Content
Structure
Presentation and media format
Improving effectiveness
IMAODBC 2005

6. WUM in action…
IMAODBC 2005

7. WUM – recommendations…
IMAODBC 2005

8. WUM – sequence clustering…
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9. Thank you!
I would very much appreciate if you could share your experience with web mining and web personalization or similar techniques.
IMAODBC 2005