Volume 1, 2013: Issue 2

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Title:

Association rules for improving website effectiveness: Case analysis

Author(s):

Maja Dimitrijevic, The Higher Technical School of Professional Studies, Serbia

Tanja Krunic, The Higher Technical School of Professional Studies, Serbia

Abstract:

Association rule mining of the web usage log files can be used to extract patterns of a website visitors’ behavior. This knowledge can then be utilized to enhance web marketing strategies or improve the web browsing experience. In this paper we apply association rule mining on the web usage log file of an educational institution. We use confidence and lift as the association rule interestingness measures and compare their values in two different time periods. We show how this comparison brings additional information about association rules discovered and helps a webmaster make more informed decisions about the website enhancements.

Keywords:

Web usage mining; Association rules; Interestingness measures; E-business

Type:

Research paper

Journal:

The Online Journal of Applied Knowledge Management (OJAKM), ISSN: 2325-4688

Publisher:

International Institute for Applied Knowledge Management (IIAKM)

Accepted:

21 July 2013

Pages:

56-63