Web Mining

Data Mining refers to the processes of selection, exploration and modelling of large quantities of data with the aim of discovering regularities or a previously unknown relationship, in order to obtain a clear and useful result for the holder of the database.

On the other hand, the term Web Mining implies the application of Data Mining techniques to the specific contents of data originating from a site or a Web portal.

CRM (Customer Relation Management) represents the fundamental activity for correct client management. The simple acquisition of data is not enough, if it does not evolve into business intelligence ready for a data mining activity.

The objective of a data mining activity is to organise databases generating synergies and new business opportunities, in particular:

• Creating families of users with similar behaviour
• Selecting a group of most probable product buyers amongst the clients
• Supplying different ranges of products to groups of clients with different profiles
• Estimating retail results for a network of agents, retailers, dealers and agencies

Implementing alternative strategies for clients with different levels of profitability