An analysis of different data base structures and management systems on Clickstream data collected for advocacy based marketing strategies experiments for Intel and GM

Marketing on the Internet is the next big field in marketing research. Clickstream data is a great contribution to analyze the effects of advocacy based marketing strategies. Handling Clickstream data becomes a big issue. This paper will look at the problems caused by Clickstream data from a database perspective and consider several theories to alleviate the difficulties. Applications of modern database optimization techniques will be discussed and this paper will detail the implementation of these techniques for the Intel and GM project.

Department dc:contributor.department

Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2005

Author dc:creator

• Wang, Yufei, 1981-

Advisor dc:contributor.advisor

• Glen Urban.

• Electrical Engineering and Computer Science.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/33387

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/33387