Multi-Dimensional Customer Data Analysis in Online Auctions

摘要

In this paper, we designed a customer-centered datawarehouse system with five subjects: listing, bidding, transaction,accounts, and customer contact based on the business process ofonline auction companies. For each subject, we analyzed its factindexes and dimensions. Then take transaction subject as example,analyzed the data warehouse model in detail, and got the multi-dimensional analysis structure of transaction subject. At last, using datamining to do customer segmentation, we divided customers into fourtypes: impulse customer, prudent customer, potential customer, andordinary customer. By the result of multi-dimensional customer dataanalysis, online auction companies can do more target marketing andincrease customer loyalty.