Title: Framework for simulating random clickstream data

Authors: Mansour Abdoli; Paul Savory; F. Fred Choobineh

Addresses: Kiewit Infrastructure Company, Santa Fe Springs, CA 90670-4040, USA. ' Department of Management, University of Nebraska-Lincoln, Lincoln, NE 68588-0491, USA. ' Electrical Engineering, University of Nebraska-Lincoln, Lincoln, NE 68588-0557, USA

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.

Keywords: random clickstream data; e-stores; e-commerce; electronic commerce; discrete event simulation; MatLab; marketing; retailing; online stores; online behaviour modelling; consumer behaviour.

DOI: 10.1504/IJEMR.2012.047594

International Journal of Electronic Marketing and Retailing, 2012 Vol.5 No.1, pp.63 - 76

Available online: 04 Jul 2012 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article