| Are all e-customers alike? (2007) | |||||||||||||||
Abstract | |||||||||||||||
| Contemporary marketing is based on an idea that life-style determines activity patterns. Based on these ideas, customers are segmented and marketing activity is based on these segments. In relation to e-commerce, the question is, whether these activity patterns also are distinctive in the same peoples click-pattern on a particular web site. If so, it would be possible to detect any new entrant and after a few clicks decide that, she with a certain probability belongs to a specific segment. Based on this segment specific portal can be presented. After a few more clicks this portal can be refined even further. This article describes a project, which aims to test this idea, using a specific statistical method on log-files from a commercial web site. 1. | |||||||||||||||
Details der Publikation | |||||||||||||||
| |||||||||||||||