Role of data mining under e-commerce environment in understanding consumer psychology and customer relationship management
by Payel Banerjee; Ayan Banerjee
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 14, No. 3/4, 2024

Abstract: E-commerce is a process of buying and selling products, doing various transactions via the internet without the need of maintaining any brick and mortar shop, thereby increasing the profitability of business up to a large extent. On the other hand, data mining is a process of uncovering hidden patterns, information and anomalies from large raw datasets using various mathematical algorithms to predict the outcome of various experiments or events from which the data has been generated. It is one of the most widely adopted techniques by business intelligence teams to understand the customer's psychology for promoting sales and making strategic decisions without doing any physical interaction with customers. This paper clearly presents the data mining techniques and models used in e-commerce domain to develop a deep understanding about customer buying patterns, preferences etc., for developing a proper customer relationship management to increase user satisfaction which boosts sales and enhances brand awareness.

Online publication date: Wed, 30-Oct-2024

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