E-Commerce and Data Mining: Integration Issues and Challenges

Abstract

Web mining is the application of data mining techniques to discover the usage patterns of Web data, in order to better serve the needs of Web site visitors. Web mining consists of three phases: data gathering, analysis and reporting. This chapter describes each of these phases in detail along with a discussion of electronic customer relationship management (eCRM). Several challenging research areas that need to be investigated for further enhancement of this field are also presented.