Business Intelligence: A Rapidly Growing Option through Web Mining

TL;DR

This paper explores how web mining techniques can enhance business intelligence by supporting various business functions like marketing and administration, emphasizing the importance of IT infrastructure for effective implementation.

Contribution

It provides an overview of web mining applications in business intelligence and offers suggestions to improve IT infrastructure for better utilization.

Findings

Web mining aids in understanding business processes.

Applications support marketing, HR, and finance functions.

Recommendations for IT infrastructure enhancement.

Abstract

The World Wide Web is a popular and interactive medium to distribute information in this scenario. The web is huge, diverse, ever changing, widely disseminated global information service center. We are familiar with terms like e-commerce, e-governance, e-market, e-finance, e-learning, e-banking etc. for an organization it is new challenge to maintain direct contact with customers because of the rapid growth in e-commerce, e-publishing and electronic service delivery. To deal with this there is need of intelligent marketing strategies and CRM (customer relationship management) i.e. the effective way of integrating enterprise applications in real time. Web mining is the vast field that helps to understand various concepts of different fields. Web usage mining techniques are attempted to reason about different materialized issues of Business Intelligence which include marketing expertise as domain knowledge and are specifically designed for electronic commerce purposes. To this end, the chapter provides an introduction to the field of Web mining and examines existing as well as potential Web mining applications applicable for different business function, like marketing, human resources, and fiscal administration. Suggestions for improving information technology infrastructure are made, which can help businesses interested in Web mining hit the ground running.