电子商务网站访客行为分析系统

上海交通大学硕士学位论文电子商务网站访客行为分析系统姓名：秦超申请学位级别：硕士专业：计算机应用技术指导教师：张忠能20061201IAprioriIIAprioriABSTRACTIIIVisitorActionsAnalyzingSystemforElectronicBusinessWebSiteABSTRACTThisarticleexplainsthedesignandimplementationofvisitoractionanalyzingsystemforelectronicbusinesswebsites.Usingthissystem,staffsinmarketingdepartmentandmanagersontoplayercouldmastertheflowstatus,evaluatethequalityandreasonbilityofwebsiteachitectureandtheperformanceoftotalbusinesstarget.Thesystemcouldalsoaffecttheprofitofe-businesswebsitesanditsadvertisingpolicygreatly.Intheprocessofaccomplishingthegoal,thesystemcoversthewebclicksstreamdatareceiving,theorigindatabeingtransformedtoinformationstoredindatabaseanddatawarehoue.Afterthat,thearticlecontinuesdiscussingsomeimportantdimentionsandthefactdatainthedatawarehouse.Thewholeprocessfinallygainssomeanalyzingsubjectsrelatedtoe-businessperformanceandcustomerquality.Ontheotherhand,themechanismandstrategyfordatarefreshingandmaintainingarealsodescribedaswell.Usingthispartofthesystem,businessanalyzerscouldbrowsethestaticreports,thecross-tablestylereportsandtheOLAPpivotingreportswithalldimentions.Thekeypointindexesthatreflectingtheexecutingqualityofe-buisinesswebsitearethevisitorconversionrateandthevisitorconversionnumber.Somefactorsliketheregionwherevisitorcamefrom,howlonghe/shestayedinsite,thereasonwhyhe/shecamein,thequalityofwebsitepagesandsoon.Thesefactorvaryfromrelationswiththeconversionaction.ThissystemgrowsfromthetypicalalgorithmApriori,andextendsthesuitedscalefromsingledimensionanalysistomultidimensionsanalysis.Theclientsofthissystemcanautomaticallyviewtheprobablereasonsthataffecttheconversionrateandconversionnumberofe-bussinesswebsiteastheirwish.Usingthispartofthesystem,businessanalyzerscouldknowallthefactorswhichareaffectingtheconversionofvisitorswithoutanycomplicatedqueryandanyprobablemissing.SothewebsiteownerswillmakedecisionstoimprovetheABSTRACTIVconversionstatusdirectlyandswiftly.Intheendofthisarticle,Somepracticalconclusionsandproductionsresultfromthesystemareintroducedinanutshell.Thatprovesthevalidityandthevalueofthewholeresearch.Theseconclusionsarealsovaluabletomostbusinessanalyzersofelectronicbusinesswebsites.Keywords:Electronicbusiness,visitoraction,multidimentions,datawarehouse,datamining20075252007525200752511.1CRMGoogleYahooUrchinGoogleClickTracksWebTrendsCRMHotDMA‹30-9020‹9‹2.580%2.5.1CookieIP2-22-2Fig.2-2Flowsummarygraphofe-businesswebsite102.5.2Banner2-32-3Fig.2-3Promotionsourcedimentionstructurediagram,GoogleYahoo2-4UrlSEO/SEM112-4Fig.2-4Searchengine-keywordrelationshipreportgraph2.5.3GoogleYahoo2-52-5Fig.2-5Keyword-searchenginerelationshipreportgraph2.5.412////13%13%30%150%2.5.5DMA132.5.61OLAPOLAPOLAPzOLAPzOLAPzOLAPOLAPOLAPSqlServer2005OLAP142.62.6.1zwww.hotsales.netSEMzwww.shjob.cnz(www.80ebus.com)zwww.cobberge.comz2.5.6152.6.2162.7ERP2.8OLAP173.1(starschema)zz3-13.2183-1Fig.3-1Data-martstructuregraphofe-businessadproduction3.2.1I/Oidididididididid19365*24*10=87600OLAPOLTPAdHoc3650243-2PowerDesignerDW_Date_DimItemDateIdItemCharDateItemIntDateItemDtDateItemYearItemQuarterItemMonthItemDayintchar(8)intdatetimeintintintintpkDW_TimeSpan_DimItemTimeSpanIdItemHalfDayItemTimeSpanNameintvarchar(10)varchar(10)pk3-2Fig.3-2DimentionstructuregraphofdateandtimespanSQL3.2.2IPISP/----203-3ItemLocationShortNameItemLocationLongNameDW_GeoLocation_DimItemLocationIdItemLocationShortNameItemLocationLongNameItemCountryItemProvinceItemCityItemDistrictItemStreetItemValidDateintvarchar(50)varchar(500)varchar(100)varchar(100)varchar(100)varchar(100)varchar(100)datetimepk3-3Fig.3-3DimentionstructuregraphofgeographiclocationType2ndSlowlyChangingDimensions[DW_GeoLocation_Dim][ItemValidDate]3.2.3(50)varchar(100)varchar(500)varchar(50)datetimepk3-5Fig.3-5DimentionstructuregraphofadvertisingsourceType2ndSlowlyChangingDimensions223-6Fig.3-6Hierarchygraphofadvertisingsource3.2.4Google20067191866.3%3-73-7//233-7Fig.3-7Comparisongraphofinternetapplications3-8(200)varchar(100)intintdatetimepk3-9Fig.3-9Dimentionstructuregraphofkeyword3.2.5263-10DW_LandPage_DimItemLandPageIdItemPageUrlItemCreateDateItemModifyDateintvarchar(500)datetimedatetimepk3-10Fig.3-10Dime