Web-Mining und dessen Einsatzmöglichkeiten im modernen Unternehmen
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Inhaltsangabe: Zusammenfassung: Das Internet entpuppte sich in den letzten Jahren als wahre Revolution. Keine andere Technologie, auch nicht Telefon oder Fernsehen, hatte zuvor derart schnell Einzug in die private und berufliche Sphäre gehalten wie das World Wide Web (WWW). E-Commerce und E-Business waren die dominierenden Managementthemen. Es wurden immense Investitionen in den Aufbau, die Optimierung und die interne Integration des neuen Mediums investiert. Durch die Angst getrieben, am gro en, gewinnversprechenden Kuchen des E-Business nicht teilzuhaben, stürzten sich viele Unternehmen nach dem Motto Dabei sein ist alles" in die Welt des WWW. Wie sich in der Vergangenheit gezeigt hat, konnten die überzogenen Erwartungen nicht erfüllt werden. Negative Schlagzeilen über erfolglose bzw. gescheiterte Online-Projekte oder ganzer Dot-com"-Unternehmen haben die E-Commerce-Euphorie relativiert. Auch in den Führungsetagen herrscht wieder eine grö ere Vorsicht. Die Einsicht, dass auch Internetaktivitäten eine Strategie und davon abgeleitet auch Instrumente der Steuerung und Kontrolle benötigen, setzt sich nun langsam durch. Gerade hier liegt das gro e Unterstützungspotential des Web Mining. Noch nie konnten Verantwortungsträger ihre Entscheidungen anhand solch detaillierter und umfangreicher Informationen treffen wie heute. Dies betrifft keineswegs nur Daten auf technischer Ebene. Auch Marketing, Vertrieb und Controlling beginnen inzwischen, das gro e Potenzial der internetbezogenen Datenquellen für sich zu entdecken. Online-Kunden hinterlassen wissentlich oder unwissentlich eine gro e Anzahl digitaler Spuren bei ihrem virtuellen Besuch des Unternehmens. Viele dieser Daten liegen zwar in unstrukturierter Form vor, dennoch ist es im Idealfall möglich den gesamten Weg des Kunden, vom Werbemittel bis zur Kaufentscheidung, nachzuzeichnen. Viele Unternehmen haben es jedoch bis heute verpasst, mittels Web Mining das umfassende Datenmaterial über Kunden und Besucher für die O
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