Mining indirect associations in web data

Pang Ning Tan, Vipin Kumar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

15 Scopus citations

Abstract

Web associations are valuable patterns because they provide useful insights into the browsing behavior of Web users. However, there are two major drawbacks of using current techniques for mining Web association patterns, namely, their inability to detect interesting negative associations in data and their failure to account for the impact of site structure on the support of a pattern. To address these issues, a new data mining technique called indirect association is applied to the Web clickstream data. The idea here is to find pairs of pages that are negatively associated with each other, but are positively associated with another set of pages called the mediator. These pairs of pages are said to be indirectly associated via their common mediator. Indirect associations are interesting patterns because they represent the diverse interests of Web users who share a similar traversal path. These patterns are not easily found using existing data mining techniques unless the groups of users are known a priori. The effectiveness of indirect association is demonstrated usingWeb data from an academic institution and an online Web store.

Original languageEnglish (US)
Title of host publicationWEBKDD 2001 - Mining Web Log Data Across All Customers Touch Points - 3rd International Workshop, Revised Papers
EditorsRon Kohavi, Brij M. Masand, Myra Spiliopoulou, Jaideep Srivastava
PublisherSpringer Verlag
Pages145-166
Number of pages22
ISBN (Print)3540439692, 9783540439691
DOIs
StatePublished - 2002
Event3rd International Workshop on MiningWeb Log Data, WEBKDD, 2001 - San Francisco, United States
Duration: Aug 26 2001Aug 26 2001

Publication series

NameLecture Notes in Artificial Intelligence (Subseries of Lecture Notes in Computer Science)
Volume2356
ISSN (Print)0302-9743

Other

Other3rd International Workshop on MiningWeb Log Data, WEBKDD, 2001
Country/TerritoryUnited States
CitySan Francisco
Period8/26/018/26/01

Bibliographical note

Publisher Copyright:
© Springer-Verlag Berlin Heidelberg 2002.

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