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Books > Business & Economics > Business & management > E-commerce
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Not currently available
The Online Customer - New Data Mining and Marketing Approaches (Hardcover, New)
Loot Price: R1,564
Discovery Miles 15 640
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The Online Customer - New Data Mining and Marketing Approaches (Hardcover, New)
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In The Online Customer, Yinghui Yang details how data mining and
marketing approaches can be used to study marketing problems. The
book uses a vast dataset of web transactions from the largest
internet retailers, including Amazon.com. In particular, she deftly
shows how to integrate and compare statistical methods from
marketing and data mining research. The book comprises two parts.
The first part focuses on using behavior patterns for customer
segmentation. It advances data mining theory by presenting a novel
pattern-based clustering approach to customer segmentation and
valuation. The second part of the book explores how free shipping
impacts purchase behavior online. It illuminates the importance of
shipping policies in a competitive setting. With complete
documentation and methodology, this book is a valuable reference
that business and Internet Studies scholars can build upon.
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