On the Deployment of Web Usage Mining

In this paper we look at the deployment of web usage mining results within two key application areas of web measurement and knowledge generation for personalisation. We take a fresh look at the model of interaction between business and visitors to their web sites and the sources of data generated during these interactions. We then look at previous attempts at measuring the effectiveness of the web as a channel to customers and describe our approach, based on scenario development and measurement to gain insights into customer behaviour. We then present Concerto, a platform for deploying knowledge on customer behaviour with the aim of providing a more personalized service. We also look at approaches to measuring the effectiveness of the personalization. Various standards that are emerging in the market that can ease the integration effort of personalization and similar knowledge deployment engines within the existing IT infrastructure of an organization are also presented. Finally, current challenges in the deployment of web usage mining are presented.