Geolocation Based Web Usage Mining For Web Personalization In E-Commerce

ABSTRACT The rapid development of internet has led to businesses to leap online in order to increase their visibility & revenue by reaching out to such budding customer population which could not be possible by traditional methods. Massive amount of data are generated at the server as millions of customers interact online. To discover knowledge from this kind of data Web usage mining technique is applied. This paper proposes a geolocation based web usage mining approach to extract customer behavioral patterns from the web server logs. Customer browsing history is recorded & stored in the server log which is available only to the webmaster. From the many attributes of each web server log entry, the essential ones are extracted that will generate location based transaction details. Finally this transaction data will be fed to mining algorithm like Apriori algorithm to find association rules like what kind of products/items are majorly purchased from which geographic location, thus reflecting location based purchase pattern of customers.