Data Mining in the Application of E-Commerce Website Gu Hongjiu ChongQing Industry Polytechnic College, 401120, China Abstract. With the development of computer technology and Internet technology, the Internet has affect all aspects of people's lives greatly, One of the issues in the applications of Internet technology is how to pick up useful information that is benefit for us from these complex data sets. This article describes the process, methods, and specific applications of data mining in e-commerce site, and it will provide services that grasping dynamic changes, tracking changes and making the development strategy of the future for enterprises. Keywords: E-commerce sites, Data mining, Web, Application. 1 Introduction With the development of economic globalization and trade liberalization, the emerging technology of computer networks has gradually penetrated into various aspects of everyone's life, and the e-commerce industry is generated as a platform. As a kind of new business model, e-commerce has changed people's opinion of the traditional commerce and trade, the business philosophy and the method of payments, and it has injected fresh blood into today's business community and brought a revolutionary technical impact to the traditional business model. On one hand, the computer network technology bring detailed business information to people, but on the other hand, it also brings some problems to e-commerce at the same time. One of the practical problems about e-commerce technology is how to collect useful information on their own when we are facing so much business information. Therefore, data mining as a kind of technology about data analyzing and finishing is in urgent need in e-commerce. It will processes and analysis a large amounts of information on the Internet for enterprises in the normal e-commerce trade more effectively, and it will provide business model, marketing strategy and decision-making enterprises in the future as a more accurate technical and information support. 2 Data Mining Techniques in E-Commerce Data mining is a process that extracts implicit in which people do not know in advance, but is potentially useful information and knowledge from a large number of incompletely, noisy, fuzzy, random data. Data mining is a kind of new business Z. Du (Ed.): Intelligence Computation and Evolutionary Computation, AISC 180, pp. 493 497. springerlink.com Springer-Verlag Berlin Heidelberg 2013
494 H. Gu information processing technology, its main feature is that extract the key data which is the auxiliary business decisions through extracting, conversing, analyzing, modeling and processing a large number of business data in commercial databases. Data mining is a kind of deep-level approach to data analysis. The data analysis itself has had many years of history, but in the past the purpose of data collection and analysis is used for scientific research. Due to the limitations of computing power, the large amount of data analysis of complex data analysis method is very limited. Nowdays, thanks to the automation of various business sectors, the commercial sector to produce a lot of business data, these data are no longer collected for the purpose of analysis, but because of pure opportunity (Opportunistic) commercial operations. Analysis of these data is no longer only for the needs of research and mainly for business decision-making that needs truly valuable information, and it will profit us. All enterprises are facing a common problem: the data of enterprise is largely, but valuable information is rarely.from large amounts of data through in-depth analysis, you will find information that is conducive to business operations and competitiveness, and it is like alchemy from the ore. Data mining hence obtaining its name. Therefore, data mining can be described as: enterprises established business objectives to explore and analyze a large number of enterprise data and to reveal hidden, unknown or to verify the known regularity and further modeling advanced and effective method technology used a lot in data mining, which mainly has four kind of technologies: statistics, machine learning method, the neural network method and the database.statistics can be divided into: regression analysis, discriminant analysis, cluster analysis, exploratory analysis method; Machine learning method also can be divided into: inductive learning method (decision trees, rule induction), learning, genetic algorithm based on the example methods; Neural network to also can be divided into: cashbox neural network (BP algorithm), self-organizing neural network method; Also of the database can be divided into: multi-dimension data analysis and OLAP method. 3 Data Mining in E-Commerce Website The application of Web data mining technology is data mining in e-commerce site, the English name is"web Data Mining", a technique that is developed based on a Web environment.it is potentially useful model or information able to collect from complicated Web documents and sites. Web Data Mining technology is an integrated technology, not only related to the computer network technology and artificial intelligence technology, and also involves the discipline of computational linguistics, information science and statistics. Web data mining technology were used for three types of Web data forms : Web content mining, Web structure mining and Web usage mining methods. E-commerce is a wide range of business types now, and the orderly conduct of electronic commerce on the Internet can't be separated from the support of data mining technology. From the point of view of data mining technology, e-commerce has a sufficient condition for data mining (eg: there are data source richly and reliable data automatically collected and other conditions).and in e-commerce
Data Mining in the Application of E-Commerce Website 495 application of data mining technology, it can provide firsthand information in time for enterprises in business investment, so as to the future development of enterprise decision-making. Here are some key e-commerce website applications, web data mining - data source. Data source of Web mining in e-commerce is a necessary condition for data mining, and because the Internet is filled with large data sets, so it reflects the necessity and value of data mining. Web data mining techniques are applying the e-commerce website, all related information and data can be structured analysis and processing, and different types of data can be collected and summarized. The six types of data collection can take advantage of Web data mining techniques to produce the different modes of knowledge following. Internet server data Users of Internet visit the site of e-commerce sites leave time data automatically on the Web server and these data is often stored in the form of Web text files on Internet servers (such as: Severlogs the Error logs, cookies, Logs ). Query information data Query data is generated on the server layer of the e-commerce Web site for a class of data format, such as: if the online customer to browse through an e-commerce website, you can also search for products and advertising messages that the user viewed before, this style of data on the server through cookies or viewing the registration Information indirect link to the top of the server's access log. Online market information and data This type of data usually refers to traditional relational databases which hold related information of website that related to e-commerce, information of customer purchase and commodity information and so on. Web page Web page of the e-commerce site is the HTLM with XML page contains content information, the main ones being: Web page of the article, picture, voice, image and other content. Hyperlink between Web pages Hyperlink relations of this page is the hyperlink relations between the different Web pages in e-commerce site, it is also a very important information and data resources. the registration information that e-commerce website users want to access In the daily operation of e-commerce site, thousands of users access to sits every day, and the large number of registration information will be automatically stored. These information and data is entered by the user browsing the Web page or be submitted to the e-commerce site server information, and the information and data is usually related to the quantity and characteristics of users and customers' personal information. In the application of Web data mining technology, registration information and data need to integrate data that users want to access, so that will improve the accuracy of Web data mining, but also facilitate e-commerce website businesses a better understanding of their own customers. Web data mining technology acquisition mode of knowledge in e-commerce website are: path analysis, discovery of association rules, sequential pattern discovery,
496 H. Gu classification rule discovery and clustering analysis of pathways.the applications of Web Data Mining technology in e-commerce site are reflected in the following three aspects: Firstly, Web data mining need to explore the potential customers initiatively The browsing behavior of Internet users in e-commerce website reflects the interest and purchase intent of the site's merchandise, for the enterprises engaged in e-commerce website, and the understanding deeply and concerning about such potential customer have good business prospects. At first, you can identify these potential online customer,and then promote them further to become registered customers on their website through commercial means, this behavior is also similar to membership card spending strategy in the real business conduct.if a firm has more registered customers, it indicates that the future of the enterprise increased trade and improving efficiency. Secondly, we need to improve the design of e-commerce server site To improve the design of e-commerce site server site, we can start mainly from the following three directions. (1) First of all, through Data Mining of the Web Log, you can selected the correlation between the user page from e-commerce Web site to access, and then add a hyperlink between these there are some associated Web page for later convenience when the user browses ; (2) Web data mining techniques can also be applied in the path analysis, such techniques can analyze the most frequently e-commerce sites Web sites and access path that the user access to, so you can use these information, you can put information of goods and advertising that the bussiness think of the more important in the Web page,at the same time,you can improve Web page and the website structure design, which can increase the e-commerce sites to user's appeal, and it take the convenience of our customers browse, choose and buy, at last,it improves the enterprise' sales, increases the income of the businessman; (3) In data mining to Web Log,we can also analyze the expected position of the registered users of e-commerce site, if access to a desired position in e-commerce website over its access frequency. In order to achieve the optimization of the structure of the Web site e-commerce website, the actual location of the e-commerce site managers can consider to set up navigation links between the desired position and actual position. Thirdly, clustering e-commerce sites on the customers Many businesses have customers, market, sales, service and support information in depth excavation and analysis, and they discover the new market opportunities and increase revenues and profits through classify customer value. In e-commerce, customer clustering is an important aspect. By grouping to the browsing behavior of customers that is similar and analyzing the common features of the group of customers, e-commerce can help the organizers understand their customers more better. timely They can meet customer requirements to provide customers with more suitable, more customer-oriented service through adjustment of the pages and the business activities to a certain extent, It will make business activities more meaningful for customers and vendors.
Data Mining in the Application of E-Commerce Website 497 4 Summary With the rapid development of computer technology and information technology, e-commerce website play an important role in a virtual business activities and occupy an increasing share of e-commerce in commercial trade. Businesses on the Internet can process and analysis a large number of data through the application of data mining technology. And in this way, you can find useful information on the merchants. Businesses can take advantage of these valuable data to grasp the dynamics of customers,to track market changes and to predict the trend of market development in intense competition in the future, to make the most accurate and timely decision-making.it will greatly improve the market competitiveness of enterprises for the enterprises, and lay a solid foundation for the development. References [1] Berry, M.J., Linoff, G.S.: Data mining techniques. Machinery Industry Press (2006) [2] Perner, P.: Advances in Data Mining. Medical Applications, E-Commerce, Marketing and Theoretical Aspects, pp. 20 80. Springer (2008) [3] Wang, G.F., Xu, D.Q.: Web usage mining in e-commerce personalization service. Hubei University of Economics (Humanities and Social Sciences) (9), 46 47 (2007) [4] Zhu, Z.-G., Kong, L.: Web mining techniques in e-commerce research and applications. Changsha Telecommunications and Technology Vocational College (1), 32 37 (2007) [5] Li, S., Shao, L., Li, N.: Artificial neural network BP algorithm. Computer Knowledge and Technical/Academic Exchange (5), 20 22 (2008) [6] Xiao, H., Hung, F., Zhang, Z.: Such as intrusion detection based on the integration of classification and support vector machine. Computer Simulation 25(4), 130 132 (2008) [7] Chang, W., Wang, Z., Yan, X.: Intrusion detection system based on integrated neural network research. Computer Simulation 24(3), 134 137 (2007)