Using historical and weather data for marketing and category management in ecommerce: the experience of EW-shopp

ABSTRACT

Contemporary marketing business in the European Union is currently dominated by large global companies, such as Google and Facebook, which have access to large amounts of data about the consumer journey. small and medium-sized enterprises (SMEs), instead, only have access to a fraction of those data and thus their decisions are based on intuition, experiments and data analysis in the small. This paper proposes a way of merging the data across consumer journey from various SMEs and, eventually, using big data analytics along with weather data to provide SMEs with valuable market insights to help them with marketing activities and category management to be able to compete with global players.

References

1. Sepp Hochreiter and Jürgen Schmidhuber. 1997. Long Short-Term Memory. Neural Comput. 9, 8 (Nov. 1997), 1735--1780.
2. Ingo Steinwart and Andreas Christmann. 2008. Support Vector Machines (1st ed.). Springer Publishing Company, Incorporated.

Index Terms

• Computing methodologies

  • Machine learning

    • Machine learning approaches

      • Neural networks

• Information systems

  • Information retrieval

    • Retrieval tasks and goals

      • Business intelligence

      • Information extraction

• Theory of computation

  • Theory and algorithms for application domains

    • Machine learning theory

      • Kernel methods

        • Support vector machines