International Journal of Engineering and Technology

In this paper a novel approach for clustering of web logs data and to predict intelligent recommendations on the E-Commerce web sites is proposed so as to improve the marketing strategy and to improve customer loyalty. Fuzzy Temporal Clustering Approach (FTCA) performs clustering of the web site visitors and the web site pages based on the frequency of visit and time spent. Time plays a crucial role in the analysis of web usage. Hence these clusters are studied over a period of time to study the migration behaviour of the users and the pages across periods. Such a study can provide intelligent recommendations for the E-Commerce web sites that focus on specific product recommendations and behavioural targeting. Experimental evaluation of the method has proved that this approach FTCA is most efficient, easy to use and a useful clustering approach.