LESSONS AND CHALLENGES FROM MINING RETAIL E-COMMERCE DATA To appear in Machine Learning Journal Special Issue on Data Mining Lessons Learned 2004 Lessons and Challenges from Mining Retail E-Commerce D...


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    • Author:  by Nada Lavrac  Hiroshi Motoda  Tom Fawcett  

    • Abstract:  Abstract. The architecture of Blue Martini Software?s e-commerce suite has supported data collection, transformation, and data mining since its inception. With clickstreams being collected at the application-server layer, high-level events being logged, and data automatically transformed into a data warehouse using meta-data, common problems plaguing data mining using weblogs (e.g., sessionization and conflating multi-sourced data) were obviated, thus allowing us to concentrate on actual data mining goals. The paper briefly reviews the architecture and discusses many lessons learned over the last four years and the challenges that still need to be addressed. The lessons and challenges are presented across two dimensions: business-level vs. technical, and throughout the data mining lifecycle stages of data collection, data warehouse construction, business intelligence, and deployment. The lessons and challenges are more widely applicable to data mining domains outside retail e-commerce. Keywords: Data mining, data analysis, business intelligence, web analytics, web mining, OLAP,

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