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Visualization of directed associations in e-commerce transaction data

  • Conference paper
Data Visualization 2001

Part of the book series: Eurographics ((EUROGRAPH))

Abstract

Many real-world e-commerce applications require the mining of large volumes of transaction data to extract marketing and sales information. This paper describes the Directed Association Visualization (DAV) system that visually associates product affinities and relationships for large volumes of e-commerce transaction data. DAV maps transaction data items and their relationships to vertices, edges, and positions on a visual spherical surface. DAV encompasses several innovative techniques (1) items are positioned according to their associations to show the strength of their relationships; (2) edges with arrows are used to represent the implication directions; (3) a mass-spring engine is integrated into a visual data mining platform to provide a self-organized graph. We have applied this system successfully to market basket analysis and e-customer profiling Internet applications.

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Author information

Authors and Affiliations

  1. Hewlett Packard Research Laboratories, Palo Alto, CA, USA

    Ming C. Hao, Umeshwar Dayal & Meichun Hsu

  2. Department of Computer Science, Swiss Federal Institute Of Technology, Zurich, Switzerland

    Thomas Sprenger & Markus H. Gross

Authors
  1. Ming C. Hao
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  2. Umeshwar Dayal
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  3. Meichun Hsu
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  4. Thomas Sprenger
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  5. Markus H. Gross
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Editor information

Editors and Affiliations

  1. School of Electrical and Computer Engineering, Purdue University, West Lafayette, USA

    David S. Ebert

  2. Data Mining & Visualization, CSCS, Manno, Switzerland

    Jean M. Favre

  3. Institut für wissenschaftliches Rechnen, ETH-Zentrum, IFW, Zürich, Switzerland

    Ronald Peikert

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© 2001 Springer-Verlag Wien

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Cite this paper

Hao, M.C., Dayal, U., Hsu, M., Sprenger, T., Gross, M.H. (2001). Visualization of directed associations in e-commerce transaction data. In: Ebert, D.S., Favre, J.M., Peikert, R. (eds) Data Visualization 2001. Eurographics. Springer, Vienna. https://doi.org/10.1007/978-3-7091-6215-6_20

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  • DOI: https://doi.org/10.1007/978-3-7091-6215-6_20

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-211-83674-3

  • Online ISBN: 978-3-7091-6215-6

  • eBook Packages: Springer Book Archive

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