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Web Mining: Presented By: Vikash Kumar

Web mining uses data mining techniques to extract useful information from web documents and services. It involves techniques like association rule mining, classification, clustering, and sequential pattern mining. There are three types of web mining: web content mining, web structure mining, and web usage mining. Web content mining analyzes the contents of web pages. Web structure mining analyzes the hyperlink structure of websites. Web usage mining analyzes navigation patterns through web server logs to discover how users interact with websites. Potential applications of web mining include search engines, personalization, fraud detection, and website optimization.

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86 views

Web Mining: Presented By: Vikash Kumar

Web mining uses data mining techniques to extract useful information from web documents and services. It involves techniques like association rule mining, classification, clustering, and sequential pattern mining. There are three types of web mining: web content mining, web structure mining, and web usage mining. Web content mining analyzes the contents of web pages. Web structure mining analyzes the hyperlink structure of websites. Web usage mining analyzes navigation patterns through web server logs to discover how users interact with websites. Potential applications of web mining include search engines, personalization, fraud detection, and website optimization.

Uploaded by

Amit Nanda
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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WEB MINING

PRESENTED BY:
VIKASH KUMAR.
Web Mining
 Web Mining is the use of the data mining
techniques to automatically discover and extract
information from web documents/services
 Discovering useful information from the World-
Wide Web and its usage patterns
 My Definition: Using data mining techniques to
make the web more useful and more profitable
(for some) and to increase the efficiency of our
interaction with the web
Web Mining
 Data Mining Techniques
 Association rules
 Sequential patterns
 Classification
 Clustering
Classification of Web Mining
Techniques

 Web Content Mining


 Web-Structure Mining
 Web-Usage Mining
Web-Structure Mining
 Generate structural summary about the Web
site and Web page

Depending upon the hyperlink, ‘Categorizing the Web


pages and the related Information @ inter domain level

Discovering the Web Page Structure.

Discovering the nature of the hierarchy of hyperlinks


in the website and its structure.
Web-Usage Mining
 What is Usage Mining?

Discovering user ‘navigation patterns’ from web data.

Prediction of user behavior while the user interacts


with the web.

Helps to Improve large Collection of resources.


Web Usage Mining Process
Web Usage Mining

 Search Engines
 Personalization
 Website Design
Website Usage Analysis
Website Usage Analysis
 Why analyze Website usage?
 Knowledge about how visitors use Website could
 Provide guidelines to web site reorganization; Help prevent
disorientation
 Help designers place important information where the visitors look
for it
 Pre-fetching and caching web pages
 Provide adaptive Website (Personalization)
 Questions which could be answered
 What are the differences in usage and access patterns among users?
 What user behaviors change over time?
 How usage patterns change with quality of service (slow/fast)?
 What is the distribution of network traffic over time?
Web Content Mining
 ‘Process of information’ or resource
discovery from content of millions of sources
across the World Wide Web
 E.g. Web data contents: text, Image, audio, video,
metadata and hyperlinks
 Goes beyond key word extraction, or some
simple statistics of words and phrases in
documents.
Examples of Discovered
Patterns
 Association rules
 98% of AOL users also have E-trade accounts

 Classification
 People with age less than 40 and salary > 40k
trade on-line

 Clustering
 Users A and B access similar URLs

 Outlier Detection
 User A spends more than twice the average
amount of time surfing on the Web
Web Mining

 The WWW is huge, widely distributed, global


information service centre for
 Information services: news, advertisements,
consumer information, financial management,
education, government, e-commerce, etc.
 Hyper-link information
 Access and usage information
 WWW provides rich sources of data for data mining
Why Mine the Web?
 Enormous wealth of information on Web
 Financial information (e.g. stock quotes)
 Book/CD/Video stores (e.g. Amazon)
 Restaurant information (e.g. Zagats)
 Car prices (e.g. Carpoint)

 Lots of data on user access patterns


 Web logs contain sequence of URLs accessed by users

 Possible to mine interesting nuggets of information


 People who ski also travel frequently to Europe
 Tech stocks have corrections in the summer and rally from
November until February
User Profiling
 Important for improving customization
 Provide users with pages, advertisements of interest
 Example profiles: on-line trader, on-line shopper

 Generate user profiles based on their access patterns


 Cluster users based on frequently accessed URLs
 Use classifier to generate a profile for each cluster

 Engage technologies
 Tracks web traffic to create anonymous user profiles of Web surfers
 Has profiles for more than 35 million anonymous users
Problems with Web Search Today
 Today’s search engines are plagued by
problems:
 the abundance problem (99% of info of no interest to
99% of people)
 limited coverage of the Web (internet sources
hidden behind search interfaces)
Largest crawlers cover < 18% of all web pages
 limited query interface based on keyword-oriented
search
 limited customization to individual users
Problems with Web Search
Today(cont.)
 Today’s search engines are plagued by
problems:
 Web is highly dynamic
 Lot
of pages added, removed, and updated
every day
 Very high dimensionality
Web Mining Issues
 Size
 Grows at about 1 million pages a day
 Google indexes 9 billion documents
 Number of web sites
 Netcraft survey says 72 million sites
(http://news.netcraft.com/archives/web_server_survey.html)

 Diverse types of data


 Images
 Text
 Audio/video
 XML
 HTML
Web Mining Applications
 E-commerce (Infrastructure)
 Generate user profiles
 Targetted advertizing
 Fraud
 Similar image retrieval

 Information retrieval (Search) on the Web


 Automated generation of topic hierarchies
 Web knowledge bases
 Extraction of schema for XML documents

 Network Management
 Performance management
 Fault management
Retrieval of Similar Images
 Given:
 A set of images
 Find:
 All images similar to a given image
 All pairs of similar images
 Sample applications:
 Medical diagnosis
 Weather predication
 Web search engine for images
 E-commerce
Fraud
 With the growing popularity of E-commerce, systems to
detect and prevent fraud on the Web become important

 Maintain a signature for each user based on buying patterns


on the Web (e.g., amount spent, categories of items bought)

 If buying pattern changes significantly, then signal fraud

 HNC software uses domain knowledge and neural networks


for credit card fraud detection
Conclusion
 Major limitations of Web mining research:
 Lack of suitable test collections that can
be reused by researchers.
 Difficult to collect Web usage data across
different Web sites.
 Future research directions:
 Multimedia data mining: a picture is worth a
thousand words.
 Multilingual knowledge extraction: Web page
translations
 Wireless Web: WML and HDML.
 The Hidden Web: forms, dynamically generated
Web pages.
 Semantic Web
References
 Mining the Web: Discovering
Knowledge from Hypertext Data by
Soumen Chakrabarti (Morgan-
Kaufmann Publishers )
 Web Mining :Accomplishments &
Future Directions by Jaideep
Srivastava
 The World Wide Web: Quagmire or
goldmine by Oren Entzioni
 http://www.galeas.de/webmining.html
THANK YOU

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