[互联网]Data Mining forWeb Personalization.pdf

3 Data Mining for Web Personalization Bamshad Mobasher Center for Web Intelligence School of Computer Science, Telecommunication, and Information Systems DePaul University, Chicago, Illinois, USA mobasher@ Abstract. In this chapter we present an overview of Web personalization pro- cess viewed as an application of data mining requiring support for all the phases of a typical data mining cycle. These phases include data collection and pre- processing, pattern discovery and evaluation, and finally applying the discovered knowledge in real-time to mediate between the user and the Web. This view of the personalization process provides added flexibility in leveraging multiple data sources and in effectively using the discovered models in an automatic personal- ization system. The chapter provides a detailed discussion of a host of activities and techniques used at different stages of this cycle, including the preprocessing and integration of data from multiple sources, as well as pattern discovery tech- niques that are typically applied to this data. We consider a number of classes of data mining algorithms used particularly for Web personalization, including tech- niques based on clustering, association rule discovery, sequential pattern mining, Markov models, and probabilistic mixture and hidden (latent) variable models. Finally, we discuss hybrid data mining frameworks that leverage data from a va- riety of channels to provide more effective personalization solutions. 3.1 Introduction The ultimate goal of any user-adaptive system is to provide users with what they need