TITLE:
A Study on Customer Segmentation for E-Commerce Using the Generalized Association Rules and Decision Tree
AUTHORS:
Haiying Ma
KEYWORDS:
Customer Segmentation, Association Rules, Decision Tree
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.5 No.12,
December
24,
2015
ABSTRACT: With the rapid development of e-commerce, e-commerce is becoming more and more competitive. How to improve customer loyalty, attract more new customers, and expand the market effectively, it is very important for the e-commerce enterprise. In this paper, a comprehensive model is proposed, which is based on generalized association rules and decision tree technology. The model is used for customer segmentation of e-commerce website. It can help e-commerce companies understand customers, support decision-making, so as to provide customers with more targeted services.