Mining E-Commerce Data to Analyze the Target Customer Behavior

Abstract

In the advent of the information era, e-commerce has developed rapidly and has become significant for every business. With the advanced information technologies, firms are now able to collect and store mountains of data describing their myriad offerings and diverse customer profiles, from which they seek to derive information about their customers' needs and wants. Traditional forecasting methods are no longer suitable for these business situations. This research used the principles of data mining to cluster customer segments by using k-means algorithm and data from Web log of various e-commerce Websites. Consequently, the results showed that there was a clear distinction between the segments in terms of customer behavior.