WEB FARMING WITH CLICKSTREAM

Abstract

In a commercial website or portal, Web information fusion is usually from the following two approaches, one is to integrate the Web content, structure, and usage data for surfing behavior analysis; the other is to integrate Web usage data with traditional customer, product, and transaction data for purchasing behavior analysis. In this paper, we propose a unified model based on Web farming technology for collecting clickstream logs in the whole user interaction process. We emphasize that collecting clickstream logs at the application layer will help to seamlessly integrate Web usage data with other customer-related data sources. In this paper, we extend the Web log standard to modeling clickstream format and Web mining to Web farming from passively collecting data and analyzing the customer behavior to actively influence the customer's decision making. The proposed model can be developed as a common plugin for most existing commercial websites and portals.