My dear students (BI Class - LC11),
This is the application case for this week's GSLC. Please read and understand carefully then answer the questions. Answers must be unique and thus copying and pasting answers are not allowed. Thank you.
Application case:
Ask.com is a well-known search engine. Ask.com believes that a fundamental component of its success lies in its ability to consistently provide better search results. However, determining the quality of search results is impossible to measure accurately using strictly quantitative measures such as click-through rate, abandonment, and search frequency; additional quantitative and qualitative measures are required. By regularly surveying its audience, ask.com uses a mix of qualitative and quantitative measures as the basis of key performance indicators, such as “Percent of Users Saying They Found What They Were Looking For”, “Percent of Users Likely to Use the Site Again,” and “Rated Usefulness of Search Results,” in addition to open-ended custom questions evaluating the user experience. By integrating quantitative and qualitative data, Ask.com was able to validate the move to its “Ask 3D” design, despite the fact that in testing purely quantitative measures showed no difference in performance between the old and new designs.
This is the application case for this week's GSLC. Please read and understand carefully then answer the questions. Answers must be unique and thus copying and pasting answers are not allowed. Thank you.
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Application case:
Ask.com is a well-known search engine. Ask.com believes that a fundamental component of its success lies in its ability to consistently provide better search results. However, determining the quality of search results is impossible to measure accurately using strictly quantitative measures such as click-through rate, abandonment, and search frequency; additional quantitative and qualitative measures are required. By regularly surveying its audience, ask.com uses a mix of qualitative and quantitative measures as the basis of key performance indicators, such as “Percent of Users Saying They Found What They Were Looking For”, “Percent of Users Likely to Use the Site Again,” and “Rated Usefulness of Search Results,” in addition to open-ended custom questions evaluating the user experience. By integrating quantitative and qualitative data, Ask.com was able to validate the move to its “Ask 3D” design, despite the fact that in testing purely quantitative measures showed no difference in performance between the old and new designs.
Scholastic.com is an online book store specializing in educational books for children. It discovered that some visitors failed to make a purchase. The critical questions were “What went wrong?” “Why didn’t these visitors make a purchase?” and, ultimately, “How can we win these customers back?” Further analysis of the data showed that part of the reason was that the site didn’t carry the titles they were looking for. For example, shoppers were seeking backlist titles they read decades ago and assumed Scholastic would still have them. In this case, the company leveraged Voice of Customer data to identify specific titles people sought that were out of print. This Web-based data quantified the amount of unmet market demand and its impact on future purchase behavior. Scholastic began carrying older titles on its Web site and implemented a feature that allowed the customer to sign up to receive an e-mail when an out-of-stock book became available. Of the e-mails sent, about 35 percent of recipients purchased the book.
St. John Health System is a health care system with 8 hospitals, 125 medical locations, and over 3000 physicians. Its CRM database has over 1.1 million patients. St. John’s Web site tracks satisfaction data along with transactions, such as online registration for health assessments and scheduling of physician visits, to determine how many new patients the Web site is responsible for driving into the health system. St. John has seen a 15 percent increase in new patients and return on investment of four-to-one on funds spent on improving Web site satisfaction, despite a highly competitive health care market and a declining consumer population. This success has turned the heads of the whole organization, which now embraces online customer satisfaction as a key performance indicator with multifaceted value. St. John uses data from the Web site to monitor the success-departmental projects that address satisfaction improvement, and to keep the voice of the customer at the center of corporate business decisions.
Forward-thinking companies like ask.com, Scholastic, and St. John Health System are actively using Web mining systems to answer critically important questions of “Who?” “Why?” and “How?” As documented, the benefit of integrating these systems effectively and efficiently can be significant, both in terms of incremental financial growth and increasing costumer loyalty and satisfaction.
Given the continual shift of advertising dollars, resources, and most important, customers into the online channel, the belief is that executives who aggressively pursue a more holistic view of their customers using Web mining techniques will have a substantial advantage over those who continue to base their analyses on intuitions, hut feelings, and wild guesses.
~taken from “Decision Support and Business Intelligence Systems, 9th Ed, Efraim Turban, et al~
Questions:
1. Why do we need Web mining?
2. In your own words, what are the pros and cons of Web mining?
3. What are the common characteristics of Web mining success stories?
Rules to answer questions:
1. The first 10, original, and best answers will be awarded 10 points for final exam.
2. The others (not in the list of the first 10, original, and best answers) will get 5 points for final exam.
3. Deadline for submitting answers will be 17th May 2015.
4. No copying and pasting (copy-and-paste answers will be ignored).
5. You may answer in the comment field.
5. You may answer in the comment field.
Thank you.
Henry Saputra
ReplyDelete1501163804
1. because web mining is very useful to get information about information web page, product and news. web mining using html ,xml and text format that can easy to get the data. web mining data is unstructured, if company want to web mining the data must convert to structered data so that can be mining the data.
2. pros and cons of web mining :
Pros:
+ identifying visitors visiting web page
+ counting the visitors visiting web page
+can understand customer need more faster
Cons
-losing the privacy
-the information abused
-fake information on web page
3. characteristic of web mining is success give a benefits to increasing financial growth and increasing customer loyalty and statisfacation.
Luciana Melvina
ReplyDelete1701297141
1. Why do we need Web mining?
Web mining is needed to gain better analysis of the customers/users. Web mining is basically a application of data mining which extracting information from the Web. Through the Web mining, we can discover the new patterns of users/customers which lead us to the insight of deciding most effective strategy to launch new products, increasing customer loyalty, or simply implement new solutions.
2. In your own words, what are the pros and cons of Web mining?
The Pros of Web Mining:
- Shorten the process of analyzing. Compare to traditional data mining, web mining can process more large data and information in a short time.
- Ability to do the personalized marketing. As web mining give a clear picture of who are the customers, what’s their behavior, when they did and other details related, this will give higher percentage of accurate predictions and decisions. As the result, company’s profit and customers’ loyalty will be increased because company can give what exactly customers want.
- Preventing fraud. Using the web mining, company will be able to identify potential fraud, especially related to fraudulent payment.
The Cons of Web Mining:
- Privacy issues. As the web mining extracting and analyzing many kind of data and information including users’ log and activity, website links, and content of website that users visit, there’s a possibility to use and disseminate those information without users’ consent.
- Inappropriate purposes of data trading. When users filling form for specific purpose, company might use that information for different purposes. The growing trend right now is many company trade their users’ personal data to other parties.
3. What are the common characteristics of Web mining success stories
The common characteristics of Web mining success stories are increased profit/financial growth also increased customers’ loyalty and satisfaction. This success can’t be separated from the accuracy of the information itself, precise analysis, and right decision.
Web Mining is attractive for companies, because of several advantages. In the most general sense it can contribute to the increase of profit. By actually selling more product or services or by minimizing the costs. In order to this marketing intelligence is required. This Intellegence can focus on marketing strategies and competitive analyses or on the relationship of the customers.
ReplyDelete1. Why do we need Web mining?
Actively, the Company uses Web mining system to answer the important question of "Who?" "Why?" And How? " As documented, the benefits of integrating these systems effectively and efficiently can be significant, both in terms of additional financial growth and increase customer loyalty and satisfaction. By using web mining we can determine which customers have a relatively large interest for a product, so do the efficiency and effectiveness of the effort, cost, and time for promotion.
2. In your own words, what are the pros and cons of Web mining?
Pros : Companies can build better customer relationships by giving them what they need. Companies can understand customer needs better and they can react more quickly to customer needs.
Cons: Some mining algorithms may use attributes controversial as sex, race, religion, or sexual orientation to categorize individuals. This practice may be against the law anti-discrimination. Application makes it difficult to identify the use of attributes controversial, and there are no strong rules against the use of such algorithms with such attributes. This process can result in a denial of service or privilege to a person based on race, religion or sexual orientation, now this situation can be avoided with high ethical standards maintained by data mining company.
3. What are the common characteristics of Web mining success stories?
The belief is that executives who aggressively pursue a more holistic view of their customers using Web mining techniques will have a substantial advantage over those who continue to base their analyses on intuitions, hut feelings, and wild guesses.
oka jaya pratama
ReplyDelete1701355545
1. Why do we need Web mining?
we need web mining because its allowed us to gather information thats gonna be very usefull for our goal/purpose that gathered over the world wide web.
2.In your own words, what are the pros and cons of Web mining?
pros=its a cheap way and faster way to get information from all aroun the world wide web.
cons=sometimes it have less accuration of info when we only gather information only from web and doesn't do more research
3. What are the common characteristics of Web mining success stories?
the common characteristic is when a company or organization became more technological for its pattern of work and able to reach its goal.
Name: Anggi Ferdiyani
ReplyDeleteNim: 1701338324
1. Why do we need Web mining?
Since the Web can provide a huge source of information is therefore performed to extract information to generate a headline or useful information with Web Mining. How to find the information or knowledge that is useful is based on the structure of Web hyperlinks, Web pages, and web usage data. In addition to the time it is also important that Web usage mining.
2. In your own words, what are the pros and cons of Web mining?
Cons: when Web usage mining of the possibility of error in the setting of a time server can automatically create data presented to be invalid.
Pros: easy Web mining in presenting information data, and can process history data with easy.
3. What are the common characteristics of Web mining success stories?
in the Web mining characteristics of every success story is making a summary of all the characteristics or features of the data that has been retrieved from the target class. find the hidden patterns and predict the future to be able to integrate the system effectively and efficiently.
Fikri Haikal
ReplyDelete1701329931
1. Why do we need Web Mining ?
Web mining is aimed to find an important pattern of data that can not be found directly, considering the amount of data that is very diverse and the factors that can affect the patterns. Just imagine how much data exists in a company, if the data is not used then the data will only be a pile of data that has no value
2. In your own words, what are the pros and cons of Web mining?
pro : it's cheap but the company can find the result from the data, when the web mining shows the data it is very easy, increasing costumer loyalty and satisfaction
cons : another important concern is that data for a specifis purpose might use the daya for a totally different purpose, and this essentially violates the user's interest. The companies which buy the data are obliged make it anonymous and these companies are considered authors of any specific release of mining patterns
3. What are the common characteristics of Web mining success stories?
The benefit of integrating these systems effectively and efficiently can be significant, both in terms of incremintal financial growth and increasing customer loyalty and satisfaction, and also making a summary of all the structures or characteristic and also understand the patterns and trends customer behavior.
This comment has been removed by the author.
ReplyDeleteName : Bil Biry Mohammad
ReplyDeleteNim : 1701363276
Web mining (or Web data mining) is the process of discovering intrinsic relationships from Web data (textual, linkage, or usage)
1. Why do we need Web mining?
because we need to take the information that will be useful by the analyst to help make decisions that benefit the company going forward nanti.example, take customer behavior information to know what the customer when using a web
2. In your own words, what are the pros and cons of Web mining?
pros=
can help companies to sell products / services better in the market .Can minimize crime in the web such as hackers, knowing the future web development
cons=
-less privacy
-use the data for other purposes, is not the purpose of the company
3. What are the common characteristics of Web mining success stories?
common characteristics of web mining is when helping a company to improve the effective and efficient as well as gains in the company. web mining also helps in the search for advancing the company's future profit opportunities
1701300565
ReplyDeleteHendy Heriyanto
1. Web mining is helpful in making business decisions for further trends and patterns of user access of content of the web pages and customer behavior in an effective way. The need for web mining techniques is which would be able to classify, categories, cluster the web pages in such a way that the web page retrieval can be done in a optimum way and to reduce the burden on the user to keep on searching the required web page from the sea of the information. The best use of different web mining techniques can improve their business decisions based on the user behavior analysis which can ultimately help in improving the relevance of their web site to suit their user needs and adding value to their business growth.
2. Pros:
- Web mining provides ways to target right customers and understand their needs and to customize services and strategies in near-or-real time.
- Web mining helps in effectiveness of a web site as a channel for marketing by quantifying the user’s behavior while on the web site.
- Web mining helps in understanding the concerns such as current and future probability of every customer, relationship between behavior and the loyalty at the website.
- Using web mining techniques can exploit the hypertext information and improving the capabilities of the search engines by giving better results to customers.
Cons:
Web mining technology when used on data of personal nature might cause concerns. Privacy is considered lost, when information concerning an individual is obtained, used or disseminated, especially if this occurs without their knowledge or consent. Also, the companies collecting the data for a specific purpose might use the data for a totally different purpose, and this essentially violates the user’s interests.
3. The common characteristics are that companies would like to retain the existing customers and also would like to understand the patterns and trends of customer behavior so that their decisions can be supported with facts represented with visualizations and appropriate reporting made possible with web mining. And identifying some of the issues and problems that may require further research and development to their business growth.
This comment has been removed by a blog administrator.
ReplyDeleteThis comment has been removed by a blog administrator.
ReplyDeleteName : Rifka Farid Hakim
ReplyDeleteNIM : 1701360173
1. Why do we need Web mining?
Web mining is the process of excavation useful information from the server logs of users is history . web mining is the process of finding out what users looking for on the internet .Some users may only see textual data , while some others might be interested in the data multimedia .
2. In your own words, what are the pros and cons of Web mining?
Pro :
- Companies can find , attract and retain customers , they are saving production costs by using obtained the requirements insight customers.
- Allowing e-commerce to do in personalize them marketing , which eventually results in higher trade volume
Kontra :
- That the company data collection for a particular purpose might use the data for the purpose of a completely different , and is essentially breaking the interests of users .The trend is growing personal data selling as a commodity encourage the website owner to trade private data obtained from their web site .
- When used for personal data to cause concern.The ethics of solidarity the most criticized involving invasion of privacy.Privatization is lost when information about an individual; obtainable to use or published, especially if it occurs without knowledge or consent.
3. What are the common characteristics of Web mining success stories?
- Companies can be establishing a relation of customers who are better for them to have what they need .
Luciana Melvina (1701297141)
ReplyDelete1. Why do we need Web mining?
Web mining is needed to gain better analysis of the customers/users. Web mining is basically a application of data mining which extracting information from the Web. Through the Web mining, we can discover the new patterns of users/customers which lead us to the insight of deciding most effective strategy to launch new products, increasing customer loyalty, or simply implement new solutions.
2. In your own words, what are the pros and cons of Web mining?
The Pros of Web Mining:
- Shorten the process of analyzing. Compare to traditional data mining, web mining can process more large data and information in a short time.
- Ability to do the personalized marketing. As web mining give a clear picture of who are the customers, what’s their behavior, when they did and other details related, this will give higher percentage of accurate predictions and decisions. As the result, company’s profit and customers’ loyalty will be increased because company can give what exactly customers want.
- Preventing fraud. Using the web mining, company will be able to identify potential fraud, especially related to fraudulent payment.
The Cons of Web Mining:
- Privacy issues. As the web mining extracting and analyzing many kind of data and information including users’ log and activity, website links, and content of website that users visit, there’s a possibility to use and disseminate those information without users’ consent.
- Inappropriate purposes of data trading. When users filling form for specific purpose, company might use that information for different purposes. The growing trend right now is many company trade their users’ personal data to other parties.
3. What are the common characteristics of Web mining success stories
The common characteristics of Web mining success stories are increased profit/financial growth also increased customers’ loyalty and satisfaction. This success can’t be separated from the accuracy of the information itself, precise analysis, and right decision.
This comment has been removed by a blog administrator.
ReplyDeleteName : Paul William
ReplyDeleteNim : 1701311221
1. we need web mining to understand customer behavior, evaluate the effectiveness of a particular web site, and help quantity the success of a marketing campaign. Web mining allows you to look for patterns in data through content mining, structure mining, and usage mining.
2. pro : web mining basically has a lot of advantages that make this technology attractive for companies including goverment agencies. this technology has enabled e-commerce to conduct personalized marketing, which ultimately results in higher trading volume. goverment agencies use this technology to classify threats and fight against terrorism. the ability predict mining applications can providebenefits to the community by identifying criminal activities. companies can build better customer relationships by giving them what they need and many more.
con: web mining itself, does not create problem, but this technology when used personal data may cause concern. the most criticized ethical issues involving web mining invasion of privacy. privacy is considered lost when information about an individual is obtained, used, or distributed, especially if this occurs without the knowledge or consent. the data obtained will be analyzed, and grouped to form the profile the data will be made anonymous before clustering so that no personal profile and many more.
3. to help company know and get what customer needs to make a better relationship with customer and give a better result for company to reach the goal