Classifying customers using navigational history for developing personalized Web services

摘要

An approach to classifying Web customers for developing personalized Web services is presented. The main objective of the proposed approach is to effectively distinguish a potential customer for the purpose of planning customized e-marketing. The proposed approach can be divided into four steps: determine a customer's general interest model, ascertain a customer's local browsing model, classify Web customers, and design a personalized marketing and promotion plan for e-commerce based on the customer classification. To demonstrate the effectiveness of the proposed framework, an illustrative experiment is carried out. The proposed approach could be integrated with personalized Web services for improving their effectiveness.