A methodology for web usage mining and its application to target group identification

Web usage mining is an important and fast developing area of web mining where a lot of research has been done already. Recently, companies got aware of its potentials, especially for applications in marketing. A structured methodology is, however, a crucial requirement for a successful practical application of web usage mining. This publication provides such a methodology that is based on suggestions from literature and own experience from various web mining projects. Its application in a Chilean bank shows how a combined use of data from a data warehouse and web data can contribute to improve marketing activities. The benefits from this project point at the huge potential web usage mining has not only in financial services.