SQL Server Data Mining—Data Model

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Data Model

Most of the data model for e-commerce is similar to the standard retail data model. The data that we need for product recommendations is simply a Sales fact that shows products that are sold over time. The interesting new areas in e-commerce are the facts that allow us to understand the behavior of visitors to the Web site.

Many BI solutions for Internet applications focus on how the site is used. Information such as the order that people visit pages, which page they start at, what Web site they came from—all of this can help companies to improve the effectiveness of their Web sites. Tracking information such as "click-through" rates, which measure how often users click an advertisement, can produce more optimized campaigns and a better experience for users.

However, for this solution, we focus on the other side of the Web equation: Who are the people visiting our site? To really be able to understand customers well enough to produce rich customer profiles, we need to keep track of the visits that users make to our site.