A Novel Technique for Behavioral Analytics Using Ensemble Learning Algorithms in E-Commerce

Mohammad Alojail,Surbhi Bhatia

doi:10.1109/access.2020.3016419

Abstract

The era of E-commerce and availability of data in every field of operations in an enormous volume that implies to Big Data is one of the biggest sources of competitive advantage for the organizations in this digital world. It provides useful information to grow businesses by posting the advertisement and help consumers find the relevant product according to their preferences. The focus of this research is on the advertisement strategies analysis under which a Business employs several online advertisement strategies in order to appeal to the consumer. This research work will present a detailed analysis in user behavioral to use for business or Online Behavioral advertising and provide the framework of how Enterprise Resource Planning systems track the targeted audience and show their content. The paper's prime objective is to classify and effectively run targeted advertising using the data that shows user's retail behavior. This is where an Enterprise Resource Planning driven data will give rise to behavioral analytics. In addition to this, various data streaming technologies are also emphasized that will help to create a pipeline for the huge amount of data in Enterprise Resource Planning's database.

Highlights

With the increase in the relevance and effectiveness of ads and marketing messages displayed to online audiences, publishers and advertisers have taken advantage of behavioral data for both advertising and personalization
The analytics model used in the paper, will work on the data that is being streamed from the Enterprise Resource Planning (ERP) database
Through analyzing ERP data, this research has provided a better understanding how ERP systems can monitor the content as a means of transforming IT to gain profit among business organizations

Summary

Introduction

With the increase in the relevance and effectiveness of ads and marketing messages displayed to online audiences, publishers and advertisers have taken advantage of behavioral data for both advertising and personalization. Advertising increases the visibility, sales and gains profits in the market [2] It spreads awareness of the products and services to the wider audience. Behavioral analytics is none other than a tool to predict the actions taken by the user [8] It becomes extremely important when an essential quantity of highly sensitive data to be handled. The term “Big Data” [9] means to the extremely huge volumes of data generated and available online in digital ecosystem. Applying analytics to this data enables organizations to harness their data and use it to identify new business opportunities. The raw event data that is gathered on clicking of the user, swiping, and surfing through websites or applications is defined as behavioral data [11]

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