ABSTRACT
It seems that when anyone considers conducting analytics in e-commerce, whether it be reports, dashboards, or mining, the first thing they think of is website activities. However, given the evolution of the electronics products market, wireless communication, and social media applications, the term e-commerce has taken on a vastly new and complex meaning. Consider marketing initiatives in today’s bold new e-commerce world. Only years ago, analysts focused on click rates and banner views and traditional email
The Evolving World of E-Commerce ...........................................................147 Basic Email Reports .......................................................................................149 Analyzing Web Metrics .................................................................................150 Report Generation ..........................................................................................153 From Retrospective Analytics to More Prospective Analytics with Data Mining ....................................................................................................153
