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Publication Detailed Description
Latent class modeling of website users' search patterns. Implications for online market segmentation
Journal Title
Journal of Retailing and Consumer Services
Year (definitive publication)
2007
Language
English
Country
Netherlands
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Abstract
Appropriate modeling of web use patterns may yield very relevant marketing and retailing information. We propose using a model-based clustering approach for market segmentation based on website users’ search patterns. We not only provide a detailed discussion of technical issues such as the problem of the selection of the number of segments, but also a very interesting empirical illustration of the potentials of the proposed approach.
Acknowledgements
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Keywords
Web usage mining,Market segmentation,Latent class model
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
