Augmentation of Behavioral Analysis Framework for E-Commerce Customers Using MLP-Based ANN

The presented investigations deal with the implementation of data analytics over Turkey-based e-commerce company's data repositories. The main objective is to hunt for classification of the customer's behavior patterns. Artificial neural network (ANN) model was applied over customer's dataset to forecast the customer's purchasing patterns. The result would benefit the marketing department to recognize the targeted customers for specific campaigning activity. The efficiency of ANN models was also tested. The obtained results revealed that the neural network model using back-propagation technique has high accuracy toward customer prediction. The implementations were carried out in R programming environment.