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La Market Basket Analysis nell'e-commerce

Author

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  • 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 2005-20, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2005-20
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    File URL: http://wp.demm.unimi.it/files/wp/2005/DEMM-2005_020wp.pdf
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    References listed on IDEAS

    as
    1. Antonio LORENZON & Peter J. VAN BAALEN & Luciano PILOTTI, 2005. "CRM technologies as a leverage of competitiveness and business value creation in European markets:," Departmental Working Papers 2005-04, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    2. Cinzia COLAPINTO, 2005. "Gestire il cliente con il CRM e la Business Intelligence: tra storia e dati," Departmental Working Papers 2005-13, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    3. Luciano Pilotti & Nicoletta Righetto & Andrea Ganzaroli, 2003. "Web strategy and intelligent software agents in decision process for networks knowledge based," Departmental Working Papers 2003-09, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    4. Antonio LORENZON & Peter J. VAN BAALEN & Luciano PILOTTI, 2005. "Marketing Knowledge Management in strategic adoption of a CRM solutions: global supports and applications in Europe," Departmental Working Papers 2005-03, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    Full references (including those not matched with items on IDEAS)

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    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

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