A product network analysis for extending the market basket analysis

Hyea Kyeong Kim, Jae Kyeong Kim, Qiu Yi Chen

Research output: Contribution to journalArticlepeer-review

46 Citations (Scopus)

Abstract

In this study, we propose a product network analysis, a network-based analysis to analyze a network-leveled relation among all products. Compared to market basket analysis, which focuses on the transaction-leveled relation between products, the suggested product network analysis focuses on extended network-leveled point of view of the relation between all products. For such a purpose, we suggest two kinds of product networks, market basket networks and co-purchased product networks. Two networks are comparatively evaluated to analyze the topological characteristics and the structure of those networks. The extended use of market basket analysis, network-leveled analysis are expected to be more effectively and efficiently used in personalized services, such as cross selling, up selling, and personalized product display utilizing the deep relation between products.

Original languageEnglish
Pages (from-to)7403-7410
Number of pages8
JournalExpert Systems with Applications
Volume39
Issue number8
DOIs
Publication statusPublished - 15 Jun 2012

Bibliographical note

Funding Information:
This work was supported by the Knowledge service Ubiquitous Sensing Network (USN) Industrial Strategic technology development program, 10035426, Personalization marketer for an intelligent exhibit marketing funded by the Ministry of Knowledge Economy (MKE, Korea).

Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.

Keywords

  • Market basket analysis
  • Personalized service
  • Product network
  • Social network analysis

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