Data Mining in E ‐commerce
Sviatoslav Braynov · The Internet Encyclopedia · 2004
Abstract This chapter presents a survey of interesting data mining applications in e‐commerce. It starts with an analysis of e‐commerce data and the driving forces behind the success of data mining applications in e‐commerce. The basic notions and techniques of data mining are briefly explained. The chapter discusses Web mining, focusing on its most important field: Web usage mining. It shows how Web usage mining could be employed in recommender systems, customer profiling, and Web site evaluation. Also considered are applications of data mining in Web marketing and market basket analysis. The chapter concludes by summarizing current trends and discussing open problems.