Predictive Web Insight for More Effective ActionDocument Transcript
Web Mining for Clementine®
Predictive Web Insight
for More Effective Action
Traditional Web analytics are most often failing to provide the insight decision
makers need to successfully manage their online business—they simply count and
report Web usage. While an important analytical foundation, these simple statistics
offer limited support for answering critical online business questions.
Data mining is a proven analytical technology for detecting conversion and purchase, using proven NetGenesis
key patterns and trends that would otherwise be missed, Web analytics technology. These online business events
and generating actionable predictive business insight. But are made available within Clementine Web analysis
the complexities of accurately preparing raw Web data with applications that quickly deliver predictive insight.
the business context necessary for data mining has hampered
its use in online business management. Data preparation Enable online business decision makers in your organization
accounts for approximately 80 percent of the time spent on to take more effective action through the ability to:
most data mining projects. The difficulties associated with ■ Automatically discover user segments. Discover user
analyzing Web data—technical information that was never groupings based on actual online behavior using
designed for analysis—push that percentage even higher. automated segmentation, and provide your organization
with a clearer, more accurate understanding of online
The new standard in Web analysis prospects and customers.
Web Mining for Clementine is an add-on module that ■ Detect the most significant sequences. Sequence
makes it easy for analysts to perform ad hoc predictive detection techniques automatically identify which pages
Web analysis within Clementine’s intuitive visual workflow are critical to specific online business goals—such as
interface. The award-winning Clementine data mining improving search engine effectiveness—highlighting
workbench enables analysts to quickly develop predictive important chains of activity.
models using business expertise and deploy them into ■ Understand product and content affinities. Long used by
business operations to improve decision making. Unlike retailers to understand product associations in the mind
traditional Web analytics methods that simply count Web of the consumer, affinity, or “market basket”, analysis
interactions, Web Mining for Clementine delivers more identifies online customer preferences to improve
meaningful customer intelligence on both the current and cross-selling and optimize content.
future state of your online business. ■ Predict user propensity to convert, buy, or churn. One
of the most powerful analytical best practices that data
By bringing together the leading technologies for both Web mining brings to Web analytics is propensity modeling
analytics and data mining—along with SPSS’ more than 35 and the ability to predict the likelihood that an
years of analytical experience—Web Mining for Clementine individual user will convert, purchase, or churn.
sets a new standard for Web analysis. Easily transform raw
Web data into data on key business events, such as