Dynamic identification of anonymous consumers' visit goals using clickstream Online publication date: Fri, 06-Feb-2015
by Sylvain Senecal; Pawel J. Kalczynski; Marc Fredette
International Journal of Electronic Business (IJEB), Vol. 11, No. 3, 2014
Abstract: This paper presents a model for identifying general goals of anonymous consumers visiting a retail website. When visiting a transactional website, consumers have various goals such as browsing or purchasing a particular product during their current visit. By predicting these goals early in the visit, online merchants could personalise their offer to better fulfil the needs of consumers. Most visitors remain anonymous to the website, however personalisation systems require demographic and transaction history data which is available only for registered and logged-on users. We propose a simple model which enables classifying anonymous visitors according to their goals after only a few clicks. The model is based solely on navigational patterns which can be automatically extracted from clickstream. Theoretical and managerial implications are presented.
Online publication date: Fri, 06-Feb-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org