Abstract
The competitive environment in which organisations are moving together with the arrival of the web has made it necessary the application of intelligent methods both to gather and to analyse information. Information gathered in the web represents only the first step in the problem. Integrating that information with information supplied by external providers is a need if the users behaviour is to be studied. In this paper we present a new approach that will make it possible to build adaptive web sites. Firstly according to the user attributes and his/her behaviour the probability to acquire certain products is obtained, later the propensity through his/her life cycle to buy different products either of the same category or different is obtained with the help of a Neural Network. This will also allow us to conduct different online marketing campaigns of cross-selling and up-selling.
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Marbán, O., Menasalvas, E., Montes, C., Rajakulendran, J.G., Segovia, J. (2002). CRM in e-Business: a Client’s Life Cycle Model Based on a Neural Network. In: Segovia, J., Szczepaniak, P.S., Niedzwiedzinski, M. (eds) E-Commerce and Intelligent Methods. Studies in Fuzziness and Soft Computing, vol 105. Physica, Heidelberg. https://doi.org/10.1007/978-3-7908-1779-9_5
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DOI: https://doi.org/10.1007/978-3-7908-1779-9_5
Publisher Name: Physica, Heidelberg
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