webmininglecture - University of Florida CISE department...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
University of Florida CISE department Gator Engineering Web Mining Part 1 Dr. Sanjay Ranka Manas Somaiya Computer and Information Science and Engineering University of Florida
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 2 Introduction • The Web can be viewed as the largest database available and presents a challenging task for effective design and access • Obviously the term database is used in a very loose context here as there is no structure or schema to the Web
Background image of page 2
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 3 Introduction … • Data mining applied to the Web has been quite beneficial Web Mining is mining of data related to the World Wide Web • This may be data actually present in Web pages or data related to Web activity
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 4 Web Data • Web data – Content – Intra and Inter page structure – Usage data tha – User profiles)
Background image of page 4
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 5 Targeting • One of the most important applications of Web mining is targeting • Targeting is any technique that is used to direct business marketing or advertising to the most beneficial subset of total population • The objective is to maximize the results of advertising; i.e. send it to all (and only) the set of potential customers who will buy • The cost of sending an advertisement to someone who will not purchase that product can be avoided
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 6 Targeting … • Targeting attempts to send advertisements to people who have not been to a Web site to entice them to visit it. Thus a targeted ad is found on a different Web site • Targeting can be used to display advertising at Web sites visited by persons that fit in to a business’ target demographic area • By examining the Web log data to see what source sites access a Web site, information about the visitors can be obtained. This in turn can be used to sell advertising space to those companies that would benefit the most
Background image of page 6
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 7 Web Content Mining • Web content mining can be thought of as extending the work done by traditional search engines • Most search engines are keyword based. Web content mining goes beyond this basic Information Retrieval technology • It can improve on traditional search engines by using – Concept hierarchies and synonyms – User profiles – Analyzing links between pages
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
University of Florida CISE department Gator Engineering Data Mining Dr. Sanjay Ranka Manas Somaiya Spring 2011 8 Web Content Mining … • Traditional search engines have: – Crawlers: to search the Web and gather
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/13/2011 for the course CIS 4930 taught by Professor Staff during the Spring '08 term at University of Florida.

Page1 / 34

webmininglecture - University of Florida CISE department...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online