Web-Intelligence: A Primer

Web-Intelligence (also referred to as eIntelligence) is the application of business intelligence and analytics to data resulting from activity at a web site. Given the advent of e-commerce, such data is becoming very important to organizations as they strive to: Understand who their customers and prospective customers are Provide appropriate content to their web site customers Leverage other information they have about customers and prospects from other channels Much attention is given to concepts like web-site personalization engines, clickstream analysis, predictive modeling, website optimization (the list goes on). In order to fully leverage this data, it is essential to have an understanding of what data are available and the types of questions that data can help answer. The next step is then to use a proper data warehouse platform to support the access, management and analysis of that data. This paper will provide an overview of the key concepts involved in making effective use of web log data.