La Market Basket Analysis nell'e-commerce

Marilena Tucci

Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano

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.

Keywords: Market Basket Analysis; Association rules; Apriori; digital marketing (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2005-01-01
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://wp.demm.unimi.it/files/wp/2005/DEMM-2005_020wp.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mil:wpdepa:2005-20

Access Statistics for this paper

More papers in Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano Via Conservatorio 7, I-20122 Milan - Italy. Contact information at EDIRC.
Bibliographic data for series maintained by DEMM Working Papers ( this e-mail address is bad, please contact ).