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Application of the ⅡS Log Mining in the E-mail Marketing of E-commerce Website

Author: WangHuiPeng
Tutor: ZhangPingJian;ZhengDongZuo
School: South China University of Technology
Course: Software Engineering
Keywords: IIS logs data mining e-mail marketing
CLC: TP311.13
Type: Master's thesis
Year: 2011
Downloads: 27
Quote: 0
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Abstract


E-commerce market becomes more intense, forcing the e-commerce site ----YouBao a new online marketing model gradually commodity spam from "large andall-encompassing" to "small but beautifu", adopt a customer-centric strategy, based oncustomer the individual needs to provide targeted advertising and merchandising.YouBao already have masses of registered users, and set up a basic customer informationdatabase to store all information related to registered users. Meanwhile, YouBao have an e-mailadvertising network to sell products as an important form of advertising. Conducting a commoditymarketing, advertising messages, YouBao device often used mass mailing sent to all registeredcustomers spam, in order to achieve maximum publicity coverage, to achieve maximum economicbenefits. However, this mass blind way, in the marketing process has been revealed as more andmore obvious disadvantages: on the one hand very easily lead to customer dissatisfaction, willgradually reduce their trust in advertising messages, they may even be serious this time blacklistedsites to reject and refuse to watch Yigai sent to the spam; the other hand, is difficult to evaluate theads sent by mail, send the message that the effect can not, do not know which customers to clickto view, for the e-mail marketing of scientific and meticulous detrimental to their development.IIS log-based data mining technology can effectively solve the above problems. Firstly, sendthe commercial advertising by mass mailer with a link, the customer will click on the link in thesite’s server logs leaving the customer identification information. Secondly, the site logs toestablish a database using Microsoft SQL Server, Anylisis Services (SSAS) tool to establish a logdatabase and customer information database for the data source of basic data warehouse. Then, inthe ready-made full use of SSAS data mining algorithms, on the one hand the decision treeanalysis, click on the link with the customer to find out whether the basic properties (region,occupation, gender, age, email type, membership level, annual income, etc.) relationship to predictnew members of the clicks, which can in future advertising mail sent in a selective, both to reducecustomer confidence and other aspects of the potential negative impact, but also improve thee-mail link click-through rate; another areas by cluster analysis, according to the number of timesthe customer click on email links into several categories, to understand the overall characteristicsof members of the characteristics of various categories, for the next follow-up marketing to prepare for, respectively, to develop targeted marketing programs .In this paper, first, we will begin with introduction of YouBao’s current model, analyzing theshortcomings of traditional mail model. Second, we will introduce the IIS log data mining ine-mail advertising and marketing applications, and analyse the customer’s basic information, IISlog files and other data sources faced by our data mining. Then, we will create the IIS log ofdatabases and data sources required for data mining, and design the data model on the basis ofanalysing YouBao’s two requirements in the email marketing. Finally, we will analyse using thedecision tree and the final cluster, and get useful conclusions to YouBao’s advertising emailmarketing .

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CLC: > Industrial Technology > Automation technology,computer technology > Computing technology,computer technology > Computer software > Program design,software engineering > Programming > Database theory and systems
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