A Review on Clustering Techniques: Creating Better User Experience for Online Roadshow

Abstract

Online roadshow is a relatively new concept that has higher flexibility and scalability compared to the physical roadshow. This is because online roadshow is accessible through digital devices anywhere and anytime. In a physical roadshow, organizations can measure the effectiveness of the roadshow by interacting with the customers. However, organizations cannot monitor the effectiveness of the online roadshow by using the same method. A good user experience is important to increase the advertising effects on the online roadshow website. In web usage mining, clustering can discover user access patterns from the weblog. By applying a clustering technique, the online roadshow website can be further improved to provide a better user experience. This paper presents a review of clustering techniques used in web usage mining, namely the partition-based, hierarchical, density-based, and fuzzy clustering techniques. These clustering techniques are analyzed from three perspectives: their similarity measures, the evaluation metrics used to determine the optimality of the clusters, and the functional purpose of applying the techniques to improve the user experience of the website. By applying clustering techniques in different stages of the user activities in the online roadshow website, the advertising effectiveness of the website can be enhanced in terms of its affordance, flow, and interactivity.

A New Big Data Processing Framework for the Online Roadshow

“…The data analytics module collects and processes the data collected in real-time. The module then generates responsive feedback for business owners through various computing techniques, such as classification and clustering, to provide cues on how to improve user experience [20].…”

“…In leveraging the real-time big data processing technique on the clustering procedure, low-latency personalization solutions, such as real-time web personalization, are made possible. Instead of recommending general advertising content to the audience, real-time web personalization can provide a more customized web experience to the individual users based on their past web interactions [20]. Advertising will become more personalized and targeted, meaning that advertisers can iterate highly relevant advertising messages based on the specific behaviors and needs of consumers.…”

“…The use of clustering techniques on the data to discover customer groups can improve customer experience through personalization. For instance, the navigational data extracted from the weblog can be processed into useful information that can be sent through newsletters with highly relevant suggestions to increase audience satisfaction [20]. Research on targeted advertising indicates that it is an effective marketing approach for a multitude of products and services [26,27].…”

“…By implementing the real-time data processing, web personalization can be used to deliver a customized web experience based on the past user behaviors [20], allowing advertisers to deliver more personalized and targeted advertisements. This practice gives a great opportunity for advertisers to iterate messages and disseminate content that is in alignment with the customer's tastes [21,22].…”

“…By processing the audience preference data of the Online Roadshow in real-time, a targeted advertising approach can better convince the target audience of the value of specific products or services that match their needs, achieving higher marketing effectiveness [18,19] and a better user experience. Web personalization can provide a customized web experience based on the past behaviors of customers, allowing advertisers to deliver a more personalized targeted advertisements [20]. This allows advertisers to iterate relevant marketing messages based on the specific behavioral patterns of consumers.…”