Usage Profile Generation from Web Usage Data Using Hybrid Biclustering Algorithm

Biclustering has the potential to make significant contributions in the fields of information retrieval, web mining, and so forth. In this paper, the authors analyze the complex association between users and pages of a web site by using a biclustering algorithm. This method automatically identifies the groups of users that show similar browsing patterns under a specific subset of the pages. In this paper, mutation operator from Genetic Algorithms is incorporated into the Binary Particle Swarm Optimization (BPSO) for biclustering of web usage data. This hybridization can increase the diversity of the population and help the particles effectively escape from the local optimum. It detects optimized user profile group according to coherent browsing behavior. Experiments are performed on a benchmark clickstream dataset to test the effectiveness of the proposed algorithm. The results show that the proposed algorithm has higher performance than existing PSO methods. The interpretation of this biclustering results are useful for marketing and sales strategies. DOI: 10.4018/978-1-4666-3628-6.ch016