These models also demonstrate a capability in web usage mining technology to address problems associated with traditional techniques such as biases and questions regarding validity since the data and patterns obtained are not subjective and do not degrade over time.
There are also elements unique to web usage mining that can show the technology's benefits and these include the way semantic knowledge is applied when interpreting, analyzing, and reasoning about usage patterns during the mining phase.
As the name proposes, this is information gathered by mining the web.
It makes utilization of automated apparatuses to reveal and extricate data from servers and web2 reports, and it permits organizations to get to both organized and unstructured information from browser activities, server logs, website and link structure, page content and different sources.
Some mining algorithms might use controversial attributes like sex, race, religion, or sexual orientation to categorize individuals.
These practices might be against the anti-discrimination legislation.
The growing trend of selling personal data as a commodity encourages website owners to trade personal data obtained from their site.
This trend has increased the amount of data being captured and traded increasing the likeliness of one’s privacy being invaded.
Web usage mining by itself does not create issues, but this technology when used on data of personal nature might cause concerns.
The most criticized ethical issue involving web usage mining is the invasion of privacy.