| Multi-Dimensional Customer Data Analysis in Online Auctions |
| |
| 作者姓名： | LAO Guoling XIONG Kuan QIN Zheng |
| |
| 作者单位： | School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai 200433, China |
| |
| 基金项目： | Supported by the National Natural Science Foundation of China （70471037） and 211 Project Foundation of Shanghai University （8011040506） |
| |
| 摘 要： | In this paper, we designed a customer-centered data warehouse system with five subjects： listing, bidding, transaction, accounts, and customer contact based on the business process of online auction companies. For each subject, we analyzed its fact indexes and dimensions. Then take transaction subject as example, analyzed the data warehouse model in detail, and got the multi-dimensional analysis structure of transaction subject. At last, using data mining to do customer segmentation, we divided customers into four types： impulse customer, prudent customer, potential customer, and ordinary customer. By the result of multi-dimensional customer data analysis, online auction companies can do more target marketing and increase customer loyalty.
|
| 关 键 词： | 在线拍卖 数据库 在线分析处理 数据挖掘 电子商务 |
| 文章编号： | 1007-1202（2007）05-0793-06 |
| 收稿时间： | 6 February 2007 |
| 修稿时间： | 2007-02-06 |
Multi-dimensional customer data analysis in online auctions |
| |
| LAO Guoling XIONG Kuan QIN Zheng.Multi-Dimensional Customer Data Analysis in Online Auctions[J].Wuhan University Journal of Natural Sciences,2007,12(5):793-798. |
| |
| Authors: | Lao Guoling Xiong Kuan Qin Zheng |
| |
| Institution: | (1) School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, 200433, China |
| |
| Abstract: | In this paper, we designed a customer-centered data warehouse system with five subjects: listing, bidding, transaction, accounts,
and customer contact based on the business process of online auction companies. For each subject, we analyzed its fact indexes
and dimensions. Then take transaction subject as example, analyzed the data warehouse model in detail, and got the multi-dimensional
analysis structure of transaction subject. At last, using data mining to do customer segmentation, we divided customers into
four types: impulse customer, prudent customer, potential customer, and ordinary customer. By the result of multi-dimensional
customer data analysis, online auction companies can do more target marketing and increase customer loyalty.
Biography: LAO Guoling(1964–), female, Associate professor, Ph.D., research direction: E-commerce, E-government, enterprise information
management |
| |
| Keywords: | online auction data warehouse online analytic process (OLAP) data mining E-commerce |
| 本文献已被 维普 SpringerLink 等数据库收录！ |
|
