Factor Analysis to Support the Visualization and Interpretation of Clusters of Portal Users

Author

Rebelo, Carmen ; Brito, Pedro Quelhas ; Soares, Carlos ; Jorge, Alipio

Author_Institution

Fac. of Sci., Porto Univ.

fYear

2006

fDate

18-22 Dec. 2006

Firstpage

987

Lastpage

990

Abstract

Clusterings based on many variables are difficult to visualize and interpret. We present a methodology based on factor analysis (FA) which can be used for that purpose. FA generates a small set of variables which encode most of the information in the original variables. We apply the methodology to segment the users of a Web portal, using access log data. It not only makes it simpler to visualize and understand the clusters which are obtained on the original variables but it also helps the analyst in selecting some of the original variables for further analysis of those clusters

Keywords

Internet; data analysis; data visualisation; electronic commerce; marketing data processing; pattern clustering; portals; Web portal user segmentation; access log data analysis; cluster interpretation; cluster visualization; factor analysis; marketing; portal users; Business; Companies; Customer satisfaction; Data analysis; Data visualization; Knowledge management; Marketing management; Navigation; Portals; Web server;

fLanguage

English

Publisher

ieee

Conference_Titel

Web Intelligence, 2006. WI 2006. IEEE/WIC/ACM International Conference on

Conference_Location

Hong Kong

Print_ISBN

0-7695-2747-7

Type

conf

DOI

10.1109/WI.2006.77

Filename

4061509