Analyzing the Efficacy of Personalized E-Commerce Recommendations Based on Data Analysis

Mara Dumitru Alexandru (), Cristescu Marian Pompiliu and Culda Lia Cornelia
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Mara Dumitru Alexandru: Lucian Blaga University of Sibiu
Cristescu Marian Pompiliu: Lucian Blaga University of Sibiu
Culda Lia Cornelia: Lucian Blaga University of Sibiu

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 537-556 from Springer

Abstract: Abstract The rise of e-commerce has increased the need for effective personalized recommendation systems to enhance user engagement and boost sales, particularly in the tourism and hospitality sectors. Despite their recognized benefits, there is still a lack of understanding of their exact impact on user behavior and sales outcomes. Many companies’ platforms implement personalization strategies without a proper framework for evaluating their effectiveness, leading to mixed results and an incomplete picture of their true value. This paper presents a detailed statistical analysis of the impact of a personalized recommendation WordPress module we developed and implemented on one e-commerce website in the food and accommodation sector. We employed various methods to evaluate changes in user behavior and sales metrics before and after the module's deployment. Our analysis is expected to reveal significant differences in page views, visit duration, and number of products ordered, providing insights into the efficacy of real-time personalization in enhancing user engagement and increasing sales. This study underscores the potential of data-driven personalization to optimize the online shopping experience, while also identifying areas for further refinement and investigation. The insights gained offer practical guidance for e-commerce businesses in the food and tourism industries aiming to improve user engagement and conversion rates through personalized recommendations.

Keywords: Website Analytics; Customer Experience; Tourism recommendation systems; E-commerce (search for similar items in EconPapers)
JEL-codes: C63 D83 O32 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-87019-4_36

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DOI: 10.1007/978-3-031-87019-4_36

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