Artículo
An ontology-based data integration approach for web analytics in e-commerce
Autor/es | Roldán García, María del Mar
García Nieto, José Manuel Aldana Montes, José F. |
Departamento | Universidad de Sevilla. Departamento de Ciencias de la Computación e Inteligencia Artificial |
Fecha de publicación | 2016 |
Fecha de depósito | 2021-05-05 |
Publicado en |
|
Resumen | Web analytics has emerged as one of the most important activities in e-commerce, since it allows com- panies and e-merchants to track the behavior of customers when visiting their web sites. There exist aseries of tools ... Web analytics has emerged as one of the most important activities in e-commerce, since it allows com- panies and e-merchants to track the behavior of customers when visiting their web sites. There exist aseries of tools for web analytics that are used not only for tracking and measuring web traffic, but alsofor analyzing the commercial activity. However, most of these tools focus on low level web attributes andmetrics, making other sophisticated functionalities and analyses only available for commercial (non-free)versions.In this context, the SME-Ecompass European initiative aims at providing e-commerce SMEs with ac- cessible tools for high level web analytics. These software facilities should use different sources of datacoming from digital footprints allocated in e-shops, to fuse them together in a coherent way, and tomake them available for advanced data mining procedures. This motivated us to propose in this work anontology-based approach to collect, integrate and store web analytics data, from many sources of popularand commercial digital footprints. As article’s main impact, we obtain enriched and semantically anno- tated data that is used to properly train an intelligent system, involving data mining procedures, for theanalysis of customer behavior in real e-commerce sites. In concrete, for the validation of our semantic ap- proach, we have captured and integrated data from Google Analytics and Piwik digital footprints allocatedin 15 e-shops of different commercial sectors and countries (UK, Spain, Greece and Germany), through- out several months of activity. The obtained results show different perspectives in customer’s behavioranalysis that go one step beyond the most popular web analytics tools in the current market. |
Agencias financiadoras | European Union (UE) Ministerio de Ciencia e Innovación (MICIN). España Junta de Andalucía |
Identificador del proyecto | SME E-COMPASS No: 315637
TIN2014-58304-R P11-TIC-7529 P12-TIC-1519 |
Cita | Roldán García, M.d.M., García Nieto, J.M. y Aldana Montes, J.F. (2016). An ontology-based data integration approach for web analytics in e-commerce. Expert Systems with Applications, 63 (November 2016), 20-34. |
Ficheros | Tamaño | Formato | Ver | Descripción |
---|---|---|---|---|
An ontology-based data integration ... | 2.817Mb | [PDF] | Ver/ | |