Thesis ‘Data Mining procedures for automated ranking determination of sections within online markets’ Abstract

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‘Data Mining procedures for automated ranking determination of sections within online markets’

In times where online attendance gains more and more importance on every day life and where the number of decisions made online grows rapidly, it is crucial to show domination and topicality. For this reason online marketing becomes fundamental to more and more marketing mixes. So it is important to monitor and analyse all efforts in this area.

The first step for successfull monitoring and analysis is the aggregation of adequate data through data mining procedures. Those procedures can differ in their basics but will have a high data capacity as their bottom line. Since data mining alone does not help in analysing and monitoring, it is vital to understand the data which is gathered. Therefore it is important to implement sensible indices and to publish them where applicable. A possible index could be the so called Search Reach which shows the reach of different keywords within a defined segment and thus enables a dynamic location determination.

In order to understand and construe those location determinations it is essential to understand the evolution of search engine result pages as it is to know how services that effect the search engine result pages are working. Equally important as the insight of the past is a realistic estimation of future development in order to implement it into actual planning for future operations. It is for instance indespensable to understand the functionality of the blended search method and to implement it. Furthermore it is relevant to know the backgrounds of possible approaching changes regarding topics like page segmentation and similar innovations.

Since Google holds an impressive market share in the area of search engine usage and complementary services it makes sense to have a closer look on the Google search engine result pages. Whereas those services influence the appearance of the search engine result pages an understanding in this field is quite crucial for a successfull marketing strategy.

Furthermore it is also very important to conceive that development in a web 2.0 world never rests and changes are being implemented constantly. So a continuing progression of all web regarding projects is quite necessary.

Apparently data mining and the anlaysis of all gathered data as well as the understanding of actual and future search mechanisms are valuable information about current online marketing potentials.

- April 2009