Business Intelligence for E-commerce: Survey and Research Directions
The increase of online shopping has allowed e-commerce to become an usual concept. However, companies still have little knowledge about their customers and the most appropriate and effective processes they should apply to create a perfect fit between costumers’ needs and companies’ offers. To solve this problem, it is important to merge e-commerce with business intelligence, because this would enable to obtain knowledge about e-commerce platforms’ customers, allowing the analysis of customers’ behavior, discovering purchasing patterns, improve relationship management with customer, get better stock management, support to create marketing actions, better financial performance and so forth. This paper provides a review of the literature, suggests new research directions, and proposes an architecture to combine e-commerce with business intelligence.