Research on data mining technology based on e-commerce

1 Introduction

With the increasing popularity of the Internet, various forms of information generation and collection have led to the explosion. The competitive trend of modern society requires real-time and deep analysis of this information, although there is now a more powerful information storage and retrieval system. But users are becoming more and more difficult to analyze and use the information they have. How to effectively organize and utilize a large amount of information, so that users can find out the real valuable information and knowledge from a lot of complicated information, and help them to make better marketing strategy. Information processing technology has a new application research project-data mining. This paper mainly discusses the application of data mining technology in the new electronic commerce field.

2 Introduction to e-commerce and data mining

E-commerce refers to the use of digital electronic means to exchange business data and carry out business activities by individuals or enterprises through Internet networks. At present, there are online business advertising, electronic paper exchange, online ordering, online banking, online payment and settlement of various types of e-commerce forms. E-commerce is becoming more and more popular in the world with its advantages such as low cost, convenience, fast, safe, reliable and not limited by time and space. The range of services can be categorized as: ① commercial (business-to-business), ② commercial One consumer (business-to-consumer), ③ Commercial One government (B2G).

Data mining is the process of discovering meaningful new association patterns and trends by mining a large amount of data stored in a data warehouse. From the point of view of business, data mining is a new kind of business information processing technology, whose main feature is to extract, transform, analyze and other model processing of a large amount of business data in business database, from which the key data of assistant business decision is extracted. The most fascinating part of data mining is its ability to build predictive models rather than retrospective models. With powerful data mining technology, enterprises can transform data into useful information to help decision-making, thus gaining dominance in market competition. The difference between data mining and traditional data analysis is to dig information and discover knowledge without definite assumptions. The information obtained from data mining should have previously unknown, effective and practical 3 characteristics.

3 The role of data mining in e-commerce

Data mining technology can serve e-commerce, because it can excavate the activity process of potential information to guide E-commerce marketing activities. In electronic commerce, its function has 4 aspects:

(1) Mining the law of customer activity, targeted in the E-commerce platform to provide "personalized" services.

(2) The potential customers can be mined from the visitors who browse the E-commerce website.

(3) Optimize the information navigation of e-commerce website towel to facilitate customer browsing.

(4) Through the activities of E-commerce visitors information mining, can be more in-depth understanding of customer needs.