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Supporting Companies Management and Improving their Productivity through Mining Customers Transactions
Abstract
Selling products or services online plays an important role in the success of businesses that have a physical presence, like a retail business. For many businesses, a retail website is an effective line of communication between the businesses and their customers. Even if the business does not present all of its products and services in the website, the website may be just what the customer needs to see to choose it over a competitor. Therefore, it is important to have a successful website to serve as a sales and marketing tool to participate in meeting the core requirements of the business. Clustering and classification are two important data mining techniques that are widely used to assign customers to different categories. Those categories are used to analyze customer behavior and interestingness. In this chapter, we use clustering and classification to support web designers to have better designed retail websites. This is done during the design phase by improving the structure of the website depending on the extracted patterns in a way that makes it easy for the website’s navigator to find his target products in an efficient time, give him the opportunity to have a look at some products that may be of interest for him, and encourage him to buy more from the available products which will consequently increase the business’s overall profit. This approach will open the eyes of business leaders to adapt new efficient technological tool that when invested in their organizations will improve the strategic goals and meet their basic requirements to be successful, productive, and competitive. The experimental work shows very promising results that can positively change the traditional techniques of the process of designing retail websites.
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