• Web-usage mining
• Focus on efficiency, effectiveness, actionable marketing intelligence
  • Efficiency
    • Measured by customer satisfaction usability
    • Mining by using click-stream sequence analysis
  • Effectiveness
    • Measured by click-through-rate, conversion rate, and customer retention
    • Mining by contingency analysis
  • Marketing Intelligence
    • Measred by identified customer segments, opportunities for product development
    • Mining by correspondence analysis

Reference

M. Zanker, M. Fuchs, W. Höpken, M. Tuta, and N. Müller, “Evaluating Recommender Systems in Tourism — A Case Study from Austria,” in Information and Communication Technologies in Tourism 2008, P. O’Connor, W. Höpken, and U. Gretzel, Eds. Vienna: Springer Vienna, 2008, pp. 24–34. doi: 10.1007/978-3-211-77280-5_3.

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