Framework for simulating random clickstream data
by Mansour Abdoli; Paul Savory; F. Fred Choobineh
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 5, No. 1, 2012

Abstract: Improving e-store productivity requires well designed algorithms that are efficient in modelling the online behaviour of customers. However, due to competitive pressures and privacy concerns, e-commerce data is often not readily available to researchers. As a result, the pace of innovation for e-store design and applications is restricted. As a solution, this research develops a framework for generating random clickstream data representing online behaviour of visitors to an e-store. The framework is implemented into a discrete-event simulator that models a hypothetical e-store. Key outcomes from the research are the development of the simulator, the structure of the e-store, the parameterisation used to model the e-store and visitors, and the implementation of automated sales agents. The generated clickstream data was verified to represent what one expects from a real e-store.

Online publication date: Wed, 04-Jul-2012

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