# A Review on Clustering Techniques: Creating Better User Experience for Online Roadshow
###### Abstract  
Online roadshow is a relatively new concept that has higher flexibility and scalability compared to the physical roadshow. This is because online roadshow is accessible through digital devices anywhere and anytime. In a physical roadshow, organizations can measure the effectiveness of the roadshow by interacting with the customers. However, organizations cannot monitor the effectiveness of the online roadshow by using the same method. A good user experience is important to increase the advertising effects on the online roadshow website. In web usage mining, clustering can discover user access patterns from the weblog. By applying a clustering technique, the online roadshow website can be further improved to provide a better user experience. This paper presents a review of clustering techniques used in web usage mining, namely the partition-based, hierarchical, density-based, and fuzzy clustering techniques. These clustering techniques are analyzed from three perspectives: their similarity measures, the evaluation metrics used to determine the optimality of the clusters, and the functional purpose of applying the techniques to improve the user experience of the website. By applying clustering techniques in different stages of the user activities in the online roadshow website, the advertising effectiveness of the website can be enhanced in terms of its affordance, flow, and interactivity. clustering: online roadshow; user experience; similarity measure; evaluation metric +
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Flow is the immersive psychological state of the customers when he or she is experiencing the advertisement. Interactivity comprises five elements, namely two-way communication, responsiveness, control, playfulness, and personalization. These constructs are relevant to the online roadshow website to provide a good user experience. To obtain insights on useful activities of the users, web mining is performed on the weblog [6]. Web mining is a process of using the data mining techniques to extract and discover useful information from web documents [7]. If web mining is performed on the weblog of the online roadshow website, developers can enhance user experience based on the mined information. Web mining can be classified into three categories, namely Web Content Mining (WCM), Web Structure Mining (WSM), and Web Usage Mining (WUM). Each of the web mining categories focuses on different aspects of web documents. WCM aims to discover useful information in the Web pages such as HTML code, images, and downloadable files. WSM focuses on discovering the link structure of the hyperlinks in the Web pages to identify the relationship between Web pages. WUM attempts to discover the user access patterns while the users are navigating the website. The user's access patterns that are discovered from web usage data are useful in analyzing how the Web pages are accessed. Web usage data usually comes from web server logs, browser logs, and proxy server logs. Website administrators can leverage this knowledge to identify the weakness in the website structure and make the necessary improvement. WUM comprises three main phases of pre-processing, pattern discovery, and pattern analysis [8], as shown in Figure 1. In the pre-processing phase, the weblog data is first cleaned to remove the unnecessary contents such as the request of graphic files, scripts, and error logs. After that, user identification and session identification are performed to identify the unique users and to divide the navigation paths into individual sessions. Pattern discovery is the phase to extract the user behavioural patterns using different techniques such as statistical analysis, sequential patterns, clustering, etc. Pattern analysis will finally be able to extract interesting rules and patterns from the pattern discovery phase. Although there are many methods to perform the pattern discovery, this paper focuses on the clustering techniques of user access patterns to monitor the advertising effectiveness of the online roadshow based on user experience.