Mining purchasing sequence data for online customer segmentation

Purchasing behaviour serves as a base for online customer segmentation. Online purchasing behaviour is characterised by purchasing sequences. This paper reviews the existing major techniques of sequence data analysis and discusses their limitations in analysing Online Purchasing Sequences (OPS) for customer segmentation. This paper presents a new data mining method for online customer segmentation and applies this method to an online nutrition product store. The data mining results indicate that the proposed data mining method is effective for online customer segmentation.