Determining the performance of website-based relationship marketing

作者：

Highlights：

• We extend web mining approaches by integrating managerial aspects on website usage.

• Performance assessment and marketing intelligence are aligned in a framework.

• Our approach can be used for optimization of relationship marketing effectiveness.

• Applicability is demonstrated by a real world example using clickstream data.

摘要

•We extend web mining approaches by integrating managerial aspects on website usage.•Performance assessment and marketing intelligence are aligned in a framework.•Our approach can be used for optimization of relationship marketing effectiveness.•Applicability is demonstrated by a real world example using clickstream data.

论文关键词：Website performance evaluation,Relationship marketing,Clickstream data,Online consumer behavior

论文评审过程：Available online 26 July 2013.

论文官网地址：https://doi.org/10.1016/j.eswa.2013.07.051