Converting strangers to clients using web mining techniques

Abstract

Due to the exponential growth of internet using, the habits of internet users have changed. This generate huge amount of data. It becomes important to explore this mine of knowledge and take advance on concurrent. In context of digital marketing, the user's data is the enterprise assets to personalize the content of websites and establish contact and communication with customers through internet channels. The more the enterprise has data and knows about its non-real customers the more it has the advantage to take advance and be leader. In this context inbound marking was recently born: to help marketers establishing customer-centric digital marketing strategy. On the other hand, Web mining is used to discover information through web data and construct knowledge about online customers. The web mining techniques seems to fit the best with the inbound marketing implementation. After an introduction to inbound marketing and web mining methods, this paper presents the application of web mining methods and techniques to implement an inbound marketing strategy.