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MINE your own business ! MINE your own business! Web Mining of a banking website Wetenschapspark 1 B-3590 Diepenbeek http://www.minevision.com tel: 0032-(0)11-26.89.60 fax: 0032-(0)11-23.22.17 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Outline MINE your own business ! • • • • • • • • • MINEvision Introduction Banks on the Internet Webmining SITEscan STRATscan Scoreboard BANscan Conclusions Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval MINEvision MINE your own business ! Company Profile • MINEvision is a leading consultancy agency specialised in Data Mining, Text Mining, Web Mining and Analytical CRM. • MINEvision was founded as a spin-off by researchers of the research group Data Analysis and Modelling of the Limburg University Centre. • The staff of MINEvision has excellent academic and commercial experience in the provided services. Several international publications have been achieved. – Data mining: • 2nd at best paper award election on 5th International Knowledge Discovery and Data Mining Conference, San Diego, USA. – Web mining: • 2 papers at international workshop on web knowledge discovery and data mining, Kyoto, Japan. Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval MINEvision Company Profile MINE your own business ! • Employees MINEvision – 15 full-time consultants in statistics and data mining • Ubimedia: >200 employees, Turnover : > 500 MBEF • Members of the Ubimedia-group: Internet integrator Data Mining, Web Mining & A-CRM Internet based media asset management and publishing software Website hosting & housing Belgian Internet Mapping E-mail management & Campaign management Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval MINEvision The Concept MINE your own business ! CONSULTANCY TOOL RESELLER Analytical Customer Relationship Management Data Mining Research Group University LUC Web Mining Data Mining Experts Member of Ubimedia Group MINEvision Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Strategic Partnerships MINEvision Technology Partners MINE your own business ! • Data Mining • Web Mining • A-CRM Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Introduction MINE your own business ! • The internet – – – – +/- 150 million users worldwide, still growing High penetration rate Huge amount of information, documents,… Increasing online spending • Banks on the internet – Growing popularity – Information and communication channel Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Banks on the internet MINE your own business ! • Advantages – Wide geographical area reached – Time of response – Cost advantages • Different kinds of web sites – Informational level – Communicative level – Transactional level Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Banking Websites MINE your own business ! • Level 1: Informational level – Marketing tool and information provider – Collect data to refine sales and marketing – E-mail • Possible actions – Increase conversion rate – Increase retention rate Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Banking Websites MINE your own business ! • Level 2: Communicative level – Interactive, confidential information transfer – Inquiries about accounts, loans,… • Possible actions – Increase brand awareness – Reduce clicks-to-close Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Banking Websites MINE your own business ! • Level 3: Transactional level – Real-time queries and transactions – Update account information – Access to bank databases • Possible actions – Increase number of referred customers – Increase profit per checkout Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Banking Websites MINE your own business ! • Internet is a tool for Customer Relationship Improvement • How to measure the results? è WEB MINING Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Web Mining MINE your own business ! Definition • What is web mining? The use of algorithms to autonomously extract relationships among web data, to determine if patterns exist that can yield actionable business and marketing intelligence. (Jesus Mena, 1999) • Provides an answer to: –Is my website being used? –Who uses my website? –What are my visitors interested in? –Does my website meets its business goals? Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Outline MINE your own business ! • • • • • • • • • MINEvision Introduction Banks on the Internet Webmining SITEscan STRATscan Scoreboard BANscan Conclusions Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan MINE your own business ! • What? • Analysis of the website usage • How? • Basic Statistics • Clickstream Analysis • Segmentation • Importance-Performance Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Definition SITEscan MINE your own business ! Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Concept SITEscan MINE your own business ! Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Entry SITEscan Activity MINE your own business ! Visits 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval 1 31 /0 1 1/ 29 /0 1 1/ 27 /0 1 1/ 25 /0 1 1/ 23 /0 1 1/ 21 /0 1 1/ 19 /0 1 1/ 17 /0 1 1/ 15 /0 1 1/ 13 /0 1 1/ 1/ 11 /0 01 9/ 1/ 01 7/ 1/ 01 5/ 1/ 01 3/ 1/ 1/ 1/ 01 0 SITEscan Activity MINE your own business ! • Days in week Average number of visits Saturday Friday Thursday Wednesday Tuesday Monday Sunday 0 2000 4000 6000 8000 10000 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval 12000 14000 16000 SITEscan Activity MINE your own business ! • Week vs. weekend Visits w eekend Visits w eek 00 22 21 30000 23 01 22 02 20000 20 04 01 02 6000 21 03 00 8000 23 20 03 04 4000 19 10000 05 19 2000 05 18 0 06 18 0 06 07 17 17 16 08 15 09 14 13 11 07 16 08 15 10 12 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval 09 14 13 11 12 10 SITEscan MINE your own business ! Activity: Clickstream Analysis Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan MINE your own business ! Niche content Activity: Importance Performance Core content Rising Stars/dogs Navigation pages Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan MINE your own business ! Activity: Importance Performance Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan Activity: Segmentation MINE your own business ! 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 Info Seeker Accidental Visitor Free Gifts SPAREN REKENING PROTON NET_BANKING MOVIE EVENTS AGENTSCHAPPEN PROMOTIES MUSIC XTRA INFO BROCHURES ANTISTRESS DOC_CENTER 0 People to Seduce Musician Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan Activity: 3 Free Gifts MINE your own business ! • Bookmark evidence: promotions entry category in 15% of the cases (2% for total website) 1 0.8 0.6 0.4 0.2 c Musician PROMOTIES XTRA People to Seduce Free Gifts Accidental Visitor Info Seeker 0 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan MINE your own business ! Exit: quiz • The Dutch-speaking visitors enter the website and proceed almost directly to the QUIZ pages • The French-speaking surfers first request some other categories before entering the QUIZ category • From the BANKS point of view: the QUIZ is a rather unsatisfactory exit category • QUIZ is an isolated category. Introducing a quiz to distribute the free tickets will make the category a satisfactory exit category Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SITEscan Exit: Entry/exit analysis MINE your own business ! % Entry page views 0% mijn/diensten/portefeuille part/sparen/home 0% mijn/home/home 0% part/sparen/fonds 1% w eer/home/home 1% part/elekt/online 2% % Entry page view s 93% home/home/home 0% 10% 20% 30% 40% 50% 60% 70% Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval 80% 90% 100% SITEscan Exit: Entry/exit analysis MINE your own business ! level3 weer/home/home part/euro/faq home/home/home jong/game/home part/sparen/fonds mijn/afmelden/home downl/downl/downl contact/bank/vragen tuin/euro/actueel jobs/vaca/spec part/wonen/simulaties Exit views/Page visits 84% 80% 77% 72% 68% 56% 54% 50% 50% 50% 50% Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Exit views/Exit visitors 2.5 1.0 4.3 2.6 2.8 2.0 1.2 1.0 1.0 1.1 1.2 STRATscan Introduction MINE your own business ! • What ? Scanning the website performance conform its STRATegic business goals • How? 5-axes analysis Awareness Loyalty Conversion Effectiveness Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Attractiveness Contact Efficiency STRATscan MINE your own business ! 5-axes analysis • Awareness initial ‘first-visitors’ population • Attractiveness number of distinctive surfers which visit the site • Contact Efficiency interested surfers • Conversion Efficiency surfers for whom the website goal is achieved • Loyalty Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval STRATscan 5-axes analysis MINE your own business ! Visitors Visitors A w areness 6000 4000 2000 Loyalty Visitors Attractiveness 0 Conversion Effectivity Visits Conversion Effectivity Contact Efficiency Contact Efficient Visits Awareness 8000 6000 4000 2000 0 Contact Efficiency Attractive Attractiveness Conversion Effective Loyal Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Visits 5187 6726 1035 1320 649 1320 249 SCOREboard MINE your own business ! Behaviour X X Opinion Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Sociodemographics SCOREboard Opinion MINE your own business ! 1 Satisfaction 0.8 0.6 V11_8 V11_14 V11_13 V11_12 0.4 V11_16 V11_15 V11_17 V11_5 V11_3 V11_6 V11_7 V11_2 V11_4 V11_20 V11_18 V11_19 V11_9 V11_1 V11_10 V11_11 0.2 0 4 4.5 5 5.5 6 Performance6.5 -0.2 V11_11 -0.4 V11_8 -0.6 V11_12 V11_18 V11_1 V11_6 V11_5 V11_17 V11_3 V11_15 V11_13 V11_4 V11_16 V11_14 -0.8 -1 V11_10 V11_7 V11_19 V11_20 V11_9 V11_2 Dissatisfaction Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SCOREboard Website Segmentation MINE your own business ! 1 0.9 Brussels 35% French 36% 0.8 0.7 0.6 Xtra 10% Dutch 19% 0.5 0.4 0.3 0.2 0.1 Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SPAREN REKENING DOC_CENTER CYBER Xtra PROTON_LOAD French INFO EVENTS ANTISTRESS Dutch NET_BANKING Brussels BROCHURES JOBS ROGER PROMOTIES XTRA MOVIE AB MUSIC HOME 0 SCOREboard Opinion – Website Segment MINE your own business ! This site treats each person in an individual way? Absolutely not 0.60 0.50 0.40 0.30 0.20 0.10 0.00 Not agree French agree Dutch Xtra Brussels No opinion Agree entirely Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SCOREboard MINE your own business ! Opinion – Website – Socio: Brussels • 60 % of the people coming from Brussels are attributed to this rather large cluster • Most of them are aged below 15 year • The structure of the website is clear for them, since they show a relative high score on this specific variable in the survey’ • The young Brussels inhabitants are solely interested in ‘QUIZ’ and ‘PROMOTIONS’ • High Satisfaction Brussels 35% French 36% Dutch 19% Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Xtra 10% SCOREboard MINE your own business ! What are the characteristics of the customers who do not possess a television yet? Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SCOREboard MINE your own business ! This is interesting! Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval SCOREboard MINE your own business ! • An online solution • Clear overview of section in website subjected to changes • Perfect match between behaviour and opinion = Perfomance • Extensions possible : Clusters, benchmarks, tasks, products ... Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan MINE your own business ! 2 modules: • BANscan_attract: publisher • BANscan_impact: advertiser Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan MINE your own business ! BANscan_attract • What ? Profile published banners in order to attract new advertisers on your Website Determine the worth of the offered banner space • How? SITEscan analysis on ‘banner clickers’ Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan BANscan_attract P u bl is h er MINE your own business ! Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan BANscan_attract MINE your own business ! • Which banner attracts which population? – Web behaviour – Socio-demographic – Task usability testing • Determine the rules engine of your adcampaign manager Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan BANscan_attract MINE your own business ! %SCORE X Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan MINE your own business ! BANscan_impact • What ? Evaluate the effectiveness of a placed banner • How? STRATscan analysis on visitors entering through banner Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan BANscan_impact A dv er ti se r MINE your own business ! Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval BANscan BANscan_impact MINE your own business ! Who? Banner Preferences Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval Behaviour on site Conclusion MINE your own business ! • New way of banking through Internet • Data mining helps – Understand web site usage – Improve web site design – Improve customer relations Copyright MINEvision N.V. Not to be disclosed to third parties without prior written approval
