New E-Commerce User Interest Patterns

The number of online purchases is increasing constantly. Companies have recognized the related opportunities and they are using online channels progressively. In order to acquire potential customers, companies often try to gain a better understanding through the use of web analytics. One of the most useful sources are web log files. Basically, these provide an abundance of important information about the user behavior on a website, such as the path or access time. Mining this so-called clickstream data in the most comprehensive way has become an important task in order to predict the behavior of online customers, optimize webpages, and give personalized recommendations. As the number of customers constantly rises, the volume of the generated data log files also increases, both in terms of size and quantity. Thus, for certain companies, the currently used technologies are no longer sufficient. In this work, a comprehensive workflow will be proposed using a clustering algorithm in a Hadoop ecosystem to investigate user interest patterns. The complete workflow will be demonstrated on an application scenario of one of the largest business-to-business (B2B) electronic commerce websites in Germany. Furthermore, an experimental evaluation method will be applied to verify the applicability and efficiency of the used algorithm, along with the associated framework.