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Targeting Advertising Scenarios for e-Shops Surfers

  • Dalia Kriksciuniene
  • Virgilijus SakalauskasEmail author
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 263)

Abstract

Buying goods in e-shops turns to be a very attractive activity for internet surfers. The shopping behaviour of online customers holds attention not only of e-shop businesses, but also the researchers analysing perspectives of online marketing. The most serious consideration is given to discovery of consumer interest patterns, visualization of customer online shopping behaviour or evaluation of advertising campaigns with the goal to attract more e-shop visitors and to grow sales. Unfortunately, selection of the most potentially promising customers draws less attention in the research works. The paper proposes new method of selecting the best e-shop clients for which we can offer the personalized advertising campaign. This study demonstrates how by using only e-shop clickstream data we can identify the potential buyers, select the best suitable advertising campaign and increase the e-shop sales level. The research is based on real clickstream data of two e-shops.

Keywords

Advertising scenarios Clickstream data e-shops surfers Online marketing e-commerce 

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Department of InformaticsVilnius UniversityVilniusLithuania

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