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| Author: | Kim, J. W. et al |
| Title: | Application of decision-tree induction techniques to personalized advertisements on internet storefronts |
| Journal: | International Journal of Electronic Commerce
2001 : SPRING, VOL. 5:3, p. 45-62 |
| Index terms: | Internet Electronic commerce Marketing Advertising Decision making |
| Freeterms: | Machine learning |
| Language: | eng |
| Abstract: | The paper studies personalized recommendation techniques that suggest products or services to the customers of Internet storefronts based on their demographic or past purchasing behavior. The underlining theories of recommendations techniques are statistics, data mining, artificial intelligence, and rulebased matching. Using tree induction techniques, data-mining tools can generate marketing rules that match customer demographics to product categories. |
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