Data mining and personalization technologies

Abstract

Data mining has become increasingly popular and is widely used in various application areas. In this paper, we examine new developments in data mining and its application to personalization in E-commerce. Personalization is what merchants and publishers want to do to tailor the Web site or advertisement and product promotion to a customer based on his past behavior and inference from other like-minded people. E-commerce offers the opportunity to deploy this type of one-to-one marketing instead of the traditional mass marketing. The technology challenges to support personalization are discussed. These include the need to perform clustering and searching in very high dimensional data space with huge amount of data. We examine some of the new data mining technologies developed that can support personalization.