Title:	ON USING CLUSTERING AND CLASSIFICATION DURING THE DESIGN PHASE TO BUILD WELL-STRUCTURED RETAIL WEBSITES
Author(s):	Asem Omari , Mehdi Bin Lamine , Stefan Conrad
ISBN:	978-972-8924-63-8
Editors:	Hans Weghorn and Ajith P. Abraham
Year:	2008
Edition:	Single
Keywords:	Data Mining, Retail Website Design, Clustering, and Classificatio
Type:	Full Paper
First Page:	51
Last Page:	59
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Designing well-structured retail websites for commercial companies is an important factor in improving sales, increasing customer satisfaction, reducing costs, and increasing earnings. Clustering and classification are two important data mining techniques that are widely used to assign customers to different categories. Those categories are used to analyze customer behavior and interestingness. In this paper, we use clustering and classification to support web designers to have better designed retail websites. This is done during the design phase by improving the structure of the website depending on the extracted patterns in a way that makes it easy for the website’s navigator to find his target products in an efficient time, give him the opportunity to have a look at some products that may be of interest for him, and encourage him to buy more from the available products which will consequently increase the company’s overall profit. The experimental work shows very promising results that can positively change the traditional techniques of the process of designing retail websites.
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