Application of Web Data Analysis in Data-driven Marketing

Web mining aims to discover useful information and knowledge from web hyperlinks, page contents, and usage data. It is not purely an employment of traditional data mining due to the semi-structured and unstructured nature of the web data. In simple words, web data mining is defined as a process used to extract usable data from a larger set of any web data. The field has also developed many of algorithms and techniques.

What is the key topics of web mining? Web crawling, search, social network analysis, structured data extraction, information integration, opinion mining and sentiment analysis, web usage mining, query log mining, computational advertising, and recommender systems are all treated both in breadth and in depth.

It is suitable for researchers and practitioners interested in web mining and data mining both as a marketing researches and as for people who have general interest in various aspects of data mining.

What is the most useful application of web data analysis?

In a stage of market research qualitative and quantitative data is brought together in order to draw conclusions based on that data. Analysis of web data is suitable for sales, marketing, recruitment & procurement and practitioners interested in web mining and data mining both as a marketing researches and as for people who have general interest in various aspects of data mining.

Researches are interested in getting the data pertaining to companies located in certain location. Most requests of web data mining specialized for a given geo-location are:

Mailing list for for contacts, surveys, suggestions

Web mining includes extracting of phone number, email and social data. In most cases the company is looking to build a simple mailing list. Excel list also should have company or person field, address field, city field, state field and zip code field. This data uses in polling, data analytics and digital marketing.

Map scraping for market research

Trip Advisor or Google Maps scraping is most request. Web mining includes list build for certain type of business (for example: car dealers, hotels). Marketers needs them scraped for all location data by zip code / postal code. Also marketers requires what is the lowest and highest price for the certain service in target geo-location.

Angellist scraping

In particular, researches are interested in getting the data pertaining to companies and investors located in certain geo-location.

How big boss uses data mining?

Jul 27 2018. The US Central government has written to the Central Bureau of Investigation seeking an inquiry against data mining and analysis firm Cambridge Analytica. The company is at the heart of the case involving alleged breach of Facebook user data seeking information about its clients in India (this is certain geo-location) and whether it had harvested their user profiles. This was the issue of “action on misuse of social media and fake news”

Earlier in March , the government had issued notice to Cambridge Analytica asking for the names of entities that have engaged it in allegedly utilising data of Indians from the breach in Facebook database.

Cambridge Analytica uses data to change audience behavior. "Data drives all we do." is a slogan of the company.

There is a need to development of new data mining algorytms with high accuracy and ease to use in practice.

We have a combined experience of over 8 years within web analytics, big data, web development, SEO and IT. For the last years, our focus has mostly been around web analytics and web data extraction.

Please share your experiences or concerns about web data mining below – positive or negative, we would love to hear from anyone and everyone so we can keep learning together as a community.

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