E-Retail Example--Test Design

A Web-Mining Scenario Using CRISP-DM

The criteria by which the models are assessed depend on the models under consideration and the data mining goals:

Improved recommendations. Until the improved recommendations are presented to live customers, there is no purely objective way to assess them. However, the e-retailer may require the rules that generate the recommendations to be simple enough to make sense from a business perspective. Likewise, the rules should be complex enough to generate different recommendations for different customers and sessions.

Improved site navigation. Given the evidence of what pages customers access on the Web site, the e-retailer can objectively assess the updated site design in terms of ease of access to important pages. However, as with the recommendations, it is difficult to assess in advance how well customers will adjust to the reorganized site. If time and finances allow, some usability testing may be in order.