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Trends and Applications in Knowledge Discovery and Data Mining pp 29–40Cite as

Web Site Audience Segmentation Using Hybrid Alignment Techniques

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Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 9441))

Abstract

We are working on behavioral marketing in the Internet. On one hand we observe the behavior of visitors, and on the other hand we trigger (in real-time) stimulations intended to alter this behavior. Real-time and mass-customization are the two challenges that we have to address. In this paper, we present a hybrid approach for clustering visitor sessions, based on a combination of global and local sequence alignments, such as Needleman-Wunsch and Smith-Waterman. Our goal is to define very simple approaches able to address about 80 % of visitor sessions to be segmented, and which can be easily turned into small pieces of program, to be run in parallel in thousands of web browsers.

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Notes

  1. 1.

    https://stat.ethz.ch/R-manual/R-patched/library/stats/html/dendrogram.html.

  2. 2.

    https://code.google.com/p/himmele/source/browse/trunk/Bioinformatics/.

  3. 3.

    https://github.com/lbehnke/hierarchical-clustering-java/tree/master/src.

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Author information

Authors and Affiliations

  1. MIPS, Université de Haute Alsace, 12, rue des frères Lumière, 68093, Mulhouse Cedex, France

    Vinh-Trung Luu, Germain Forestier, Frédéric Fondement & Pierre-Alain Muller

Authors
  1. Vinh-Trung Luu
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  2. Germain Forestier
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  3. Frédéric Fondement
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  4. Pierre-Alain Muller
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Corresponding author

Correspondence to Vinh-Trung Luu .

Editor information

Editors and Affiliations

  1. Institute of Infocomm Research, Singapore, Singapore

    Xiao-Li Li

  2. Ho Chi Minh City University of Tech, Ho Chi Minh City, Vietnam

    Tru Cao

  3. School of Information Systems, Singapore Management University, Singapore, Singapore

    Ee-Peng Lim

  4. Nanjing University, Nanjing, China

    Zhi-Hua Zhou

  5. Science & Technology, Japan Advanced Institute of, Nomi-shi, Ishikawa, Japan

    Tu-Bao Ho

  6. The University of Hong Kong, Hong Kong, China

    David Cheung

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© 2015 Springer International Publishing Switzerland

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Luu, VT., Forestier, G., Fondement, F., Muller, PA. (2015). Web Site Audience Segmentation Using Hybrid Alignment Techniques. In: Li, XL., Cao, T., Lim, EP., Zhou, ZH., Ho, TB., Cheung, D. (eds) Trends and Applications in Knowledge Discovery and Data Mining. Lecture Notes in Computer Science(), vol 9441. Springer, Cham. https://doi.org/10.1007/978-3-319-25660-3_3

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  • DOI: https://doi.org/10.1007/978-3-319-25660-3_3

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-25659-7

  • Online ISBN: 978-3-319-25660-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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