مدل سازی کلاس پنهان الگوهای جستجوی کاربران وب سایت: پیامدها برای تقسیم بندی بازار آنلاین

Appropriate modeling of web use patterns may yield very relevant marketing and retailing information. We propose using a model-based clustering approach for market segmentation based on website users’ search patterns. We not only provide a detailed discussion of technical issues such as the problem of the selection of the number of segments, but also a very interesting empirical illustration of the potentials of the proposed approach.