There are now hundredss of thousands of online Internet shopping providers world-wide, with more appearing each month. Each of these online retailers generates data on the customers who use the sites to either browse or buy. The potential for direct marketing is enormous - browsers and buyers of products can be identified and targeted with attractive offers and sales promotions.
|Title of host publication||Technologies for the Information Society: Developments and Opportunities|
|Editors||J.-Y. Roger, B Stanford-Smith, P.T. Kidd|
|Publication status||Published - 1998|
Moussy, L., Mulvenna, M., Büchner, A., & Clinton, J. (1998). Data Mining Techniques in Electronic Shopping Malls. In J-Y. Roger, B. Stanford-Smith, & P. T. Kidd (Eds.), Technologies for the Information Society: Developments and Opportunities (pp. 368-372). IOS Press.