Publication

The Online Customer: New Data Mining and Marketing Approaches
Cambria Press, 2006

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In her recently published book, The Online Customer: New Data Mining and Marketing Approaches, Assistant Professor Catherine Yang details how data mining and marketing approaches can be used to study and solve Web marketing problems. The book uses a vast dataset of Web transactions from the largest online retailers, including Amazon.com. In particular, Yang shows how to integrate and compare statistical methods from marketing and data mining research.

The book is divided into two main parts. The first part focuses on using behavior patterns for customer segmentation. It advances data mining theory by presenting a novel pattern-based clustering approach to customer segmentation and valuation. The second part of the book explores how free shipping impacts purchase behavior online. It illustrates the importance of shipping policies in a competitive setting.  With complete documentation and methodology, the book is a valuable reference that business and Internet researchers can build upon.

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