Collaborative Filtering 방법을 이용한 E-mail Marketing에 관한 연구

Abstract

Internet has brought striking differences in today's life style and the way of doing business. The efficient and effective environment enabled by Internet is making e-commerce primary business transactions above the traditional brick-and-mortar commerce. Nevertheless, e-commerce companies face the ever-increasing internal competition. To survive the competition, they need to convert as many visitors to buyers as possible, maximize the purchase volume of each buyer, and keep long-term relationships with their customers. Current customer relationship management done by most e-commerce companies is like this: standardized product and other information is sent to unspecified, mass customers in a uniform and unilateral way. To improve this situation, various methods are being adopted for the purpose of providing each customer with the tailored product and other information. One of popular attempts to differentiate an e-commerce business is using information filtering method, which help provide each customer with the most appropriate information by filtering off any unnecessary information. Particularly, collaborative filtering method is widely used. This method employs comparing the profiles of users with similar preferences in information filtering. This paper exploits the possible way of introducing collaborative filtering method into e-mail marketing with the aim of delivering the tailored information to each customer. In addition, this paper suggests that collaborative filtering method would be used to solve SPAM mail problem, which causes counter effect for advertising.