IDEAS home Printed from https://ideas.repec.org/p/mil/wpdepa/2005-020.html
   My bibliography  Save this paper

La Market Basket Analysis nell'e-commerce

Author

Listed:
  • Marilena TUCCI

Abstract

In the first part of this paper we present an overview of e-commerce and Internet characteristics. We explain why data mining plays a central role among the digital marketing technique: it is the tool to achieve customer knowledge, the key of success in the wide but highly competitive world of Internet. In the second part we first introduce the Market Basket Analysis, a data mining technique used to analyze customer purchasing patterns and reveal products that are often bought together. Then we present an example of application of this technique by looking for associations in a test dataset of purchases of an on-line supermarket. The business objective is to implement the best strategy in promoting products in the on-line store. We conclude suggesting a dynamic category management strategy.

Suggested Citation

  • Marilena TUCCI, 2005. "La Market Basket Analysis nell'e-commerce," Departmental Working Papers 2005-020, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2005-020
    as

    Download full text from publisher

    File URL: http://wp.demm.unimi.it/tl_files/wp/2005/DEMM-2005_020wp.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Market Basket Analysis; Association rules; Apriori; digital marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mil:wpdepa:2005-020. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: DEMM Working Papers (email available below). General contact details of provider: https://edirc.repec.org/data/damilit.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.