Visual decisions in the analysis of customers online shopping behavior
Articles
Julija Pragarauskaitė
Vilnius University, Lithuania
Gintautas Dzemyda
Vilnius University, Lithuania
Published 2019-08-22
https://doi.org/10.15388/NA.17.3.14061
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Keywords

analysis of online shopping behaviour
visual analysis
advertising campaigns
multidimensional data

How to Cite

Pragarauskaitė J. and Dzemyda G. (2019) “Visual decisions in the analysis of customers online shopping behavior”, Nonlinear Analysis: Modelling and Control, 17(3), pp. 355-368. doi: 10.15388/NA.17.3.14061.

Abstract

The analysis of the online customer shopping behavior is an important task nowadays, which allows maximizing the efficiency of advertising campaigns and increasing the return of investment for advertisers. The analysis results of online customer shopping behavior are usually reviewed and understood by a non-technical person; therefore the results must be displayed in the easiest possible way. The online shopping data is multidimensional and consists of both numerical and categorical data. In this paper, an approach has been proposed for the visual analysis of the online shopping data and their relevance. It integrates several multidimensional data visualization methods of different nature. The results of the visual analysis of numerical data are combined with the categorical data values. Based on the visualization results, the decisions on the advertising campaign could be taken in order to increase the return of investment and attract more customers to buy in the online e-shop.

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