Item description for The Online Customer: New Data Mining and Marketing Approaches by Yinghui Yang...
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 Outline. 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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Est. Packaging Dimensions: Length: 8.98" Width: 6.06" Height: 0.63" Weight: 0.79 lbs.
Release Date Oct 1, 2006
Publisher Cambria Press
ISBN 1934043060 ISBN13 9781934043066
Availability 75 units. Availability accurate as of Mar 23, 2017 12:32.
Usually ships within one to two business days from La Vergne, TN.
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