Description: Web usage mining is the process of analyzing user behavior on websites. This analysis focuses on collecting and evaluating data on how visitors interact with a site, including the pages they visit, the time spent on each, the links they follow, and the actions they take, such as purchases or registrations. Through data mining techniques, patterns and trends in user behavior can be identified, allowing businesses and organizations to optimize their websites to enhance user experience and increase conversion rates. Web usage mining relies on data collection through cookies, server logs, and web analytics tools, and is essential for informed decision-making in digital marketing, interface design, and product development. Its relevance lies in the ability to transform data into useful information, enabling companies to better adapt to the needs and preferences of their users.
History: Web usage mining began to take shape in the 1990s when the exponential growth of the Internet created a need to better understand user behavior online. In 1996, the term ‘data mining’ became popular, and by the late 1990s, researchers like A. S. Pentland and others began to specifically explore web usage mining. In 1999, the first conference on web data mining was held, consolidating academic and commercial interest in this area. Since then, web usage mining has evolved with the development of more sophisticated analysis technologies and the increasing availability of large volumes of data.
Uses: Web usage mining is primarily used in digital marketing to optimize advertising campaigns and enhance user experience. It is also applied in content personalization, where websites tailor their offerings based on previous user behavior. Additionally, it is used for fraud detection in online transactions and for improving website usability, allowing designers to identify problem areas and make adjustments based on real data.
Examples: An example of web usage mining is the analysis of data from web analytics platforms, which allow website owners to see how users interact with their content. Another case is the use of tools that provide heatmaps to visualize where users click on a page. Additionally, e-commerce platforms use this technique to recommend products to users based on their browsing and purchase history.
