Intelligent E-marketing with Web Mining, Personalization, and User-Adpated Interfaces

For many people the special attraction of E-commerce is linked to the idea of being able to choose and order products and services directly on-line from home. However, this is only one aspect of the new on-line sales model. As in real sales processes competent counselling, in accordance with the customer’s necessities, and also after-sales assistance by help of the web play an important part for the customer faith. This requires precise knowledge of the customer’s preferences who, however, in general does not like lengthy questioning and the use of other communication routes. Holders of E-shops have thus to gather the consumer’s desires and preferences from his interactions and the data resulting from the sales process, which requires a profound data analysis. In this paper we describe what kind of data can be acquired in an eshop and how these data can be used to improve advertisement, marketing and selling. We describe what kind of data mining methods are necessary and how they can be applied to the data.