Web mining – hotel brands, loyalty programmes and the frequent traveller
Tom Anderson and Jesse ChenAnderson Analytics, LLC United States
INTRODUCTION
Importance of Web Mining
In the new information age, where any customer can become a brand evangelist or terrorist and reach millions of other customers by blogging or posting to websites and discussion boards, much as been written about the importance of actively participating in or monitoring websites. Although a few corporations have started blogging on behalf of their brands, most marketers are still uncomfortable with the public nature of customer feedback, and unsure about the...