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Published Articles >> Table of Contents >> Abstract
Sixth IEEE International Conference on Data Mining (ICDM'06)
pp. 222-231
Personalization in Context: Does Context Matter When Building Personalized Customer Models?
M. Gorgoglione, Politecnico di Bari, Italy
C. Palmisano, Politecnico di Bari, Italy
A. Tuzhilin, New York University, USA
Full Article Text:
 
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/ICDM.2006.125
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| Abstract |
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The idea that context is important when predicting
customer behavior has been maintained by scholars in
marketing and data mining. However, no systematic study
measuring how much the contextual information really
matters in building customer models in personalization
applications have been done before. In this paper, we
address this problem. To this aim, we collected data
containing rich contextual information by developing a
special-purpose browser to help users to navigate a well-known
e-commerce retail portal and purchase products
on its site. The experimental results show that context
does matter for the case of modeling behavior of
individual customers. The granularity of contextual
information also matters, and the effect of contextual
information gets diluted during the process of
aggregating customers’ data.
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 Additional Information
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Citation:
M. Gorgoglione, C. Palmisano, A. Tuzhilin,
"Personalization in Context: Does Context Matter When Building Personalized Customer Models?,"
icdm,
pp. 222-231,
Sixth IEEE International Conference on Data Mining (ICDM'06),
2006
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