Know Your Visitor
To use data mining on your Web site, you have to establish and record visitor and item characteristics, and visitor interactions. 数据挖掘交友
Visitor characteristics include demographics, psychographics, and technographics. Demographics are tangible attributes such as home address, income, purchasing responsibility, or recreational equipment ownership. Psychographics are personality types that might be revealed in a psychological survey, such as highly protective feelings toward children (commonly called "gatekeeper moms"), impulse-buying tendencies, early technology interest, and so on. Technographics are attributes of the visitor's system, such as operating system, browser, domain, and modem speed. If you have a phone number or address, you can sometimes obtain household demographic or psychographic information through direct marketing service providers, such as Webcraft or Acxiom. Business demographics are available through Dun & Bradstreet. 数据挖掘工具
Item characteristics include Web content information -- media type, content category, URL -- as well as product information -- SKU (stock-keeping unit, basically a product number), product category, color, size, price, margin, available quantities, promotion level, and so on. 数据挖掘交友
Visitor statistics accumulate when visitors interact with items, the Web site, or the company. Visitor-item interactions include purchase history, advertising history, and preference information. Purchase history is a list of products and purchase dates. Advertising history indicates which items were shown to a visitor. Preference information refers to item ratings provided by a visitor. Click-stream information is a history of hyperlinks that a visitor has clicked on. Link opportunities are hyperlinks that have been presented to a visitor. 数据挖掘论坛
Visitor-site statistics are typically per-session characteristics, such as total time, pages viewed, revenue, and profit per session with a visitor. Visitor-company information might include total number of customer referrals from a visitor, total profit, total page views, number of visits per month, last visit, and so on. Visitor-company information can include brand measurements. Brand associations, for example, are lists of positive or negative concepts a visitor associates with the brand, which can be measured by surveying visitors periodically. Permissions are attributes that a visitor provides indicating how marketing information contributed by the visitor can be used, such as permission to send email, to share information with marketing partners, and so on.
