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setting, an experienced salesperson may observe and use any number of
demographic, social, and behavioral cues to instinctually guide consumers
to products they might be interested in buying.
Contrastingly, in online retail, what is known about customers is often
limited to behaviors that amount to expressions of interest, like clicking
links to view products or authoring reviews. Although this can sometimes be
like the experience of the proverbial blind men and the elephant, observed
interest in even one product can be used to inform the choice of associated
products to highlight to a consumer in the hopes of maximizing sales. One
of the luxuries of online product marketing is that the choice of products to
try to cross-sell or up-sell can be made dynamically in response to observed
interests. In business, the science of product interests is called affinity
analysis .
This example uses public Amazon product data collected in 2003 by Jure
Leskovec and published by the Stanford Network Analysis Project (SNAP)
for scientific research. The data includes product data such as title, group
classification, and sales rank, as well as various ways in which the product
is hierarchically categorized for browsing. Also included is a reference to the
five most “similar” products and reviews by customers. Similar products are
defined as those most often purchased at the same time: “Customers who
bought this item also bought…”
Id: 6
ASIN: 0486220125
title: How the Other Half Lives: Studies Among the
Tenements of
New York
group: Book
salesrank: 188784
similar: 5 0486401960 0452283612 0486229076
0714840343 0374528993
categories: 5
|Books[283155]|Subjects[1000]|Arts & Photography[1]
|Photography[2020]|Photo Essays[2082]
|Books[283155]|Subjects[1000]|History[9]|Americas[4808]
|United States[4853]|General[4870]
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