Web Mining for CRM - An Empirical Study of Computer Game Service Company

The rapid growth of Internet in the past decade has speedily expanded the number of Web domains to over 43 million worldwide. To personalize e-customers relationship becomes important to maintain business on-line. Establishing an effective customer relationship management scheme using web mining technique seems to be the only way out. It is difficult to represent the difference and effectiveness of an Internet media by the number of visitor and page views. This paper applies an empirical study on a web site, ICP-game point, which publishes electronic news related to computer games. Using web mining, we aim to exploit the association rules between membership’s behavior, and applying differentiation and one-to-one marketing strategy. Our ultimate target is to personalize the electronic news by direct marketing actions to target customers. Keyword: CRM(Customer Relationship Management), web mining, association rules, one-to-one marketing, ICP(Internet Content Provider) * Corresponding author