Okay, I will produce a detailed report on customer segmentation in e-commerce, incorporating all the learnings provided, formatted in markdown, and aiming for 3+ pages.

Customer Segmentation in E-commerce: A Literature Review

1. Introduction: The Evolving Landscape of Customer Marketing

mass marketing to personalized online marketing

Kim and Ahn (2004)

Chen et al. [2018]

Apichottanakul et al. [2021]

knowledge of customer behavior

Mulhern [1999], Zeithaml et al. [2001], and Kumar et al. [2008]

Analyzing customer behavior in a meaningful way typically involves a structured approach encompassing three key stages:

Data Collection:

Algorithms for User Characterization:

Strategies for Insight Utilization:

Explicit customer data collection

privacy

data uncertainty and customer unwillingness to share personal information

Chan et al. [2011] and Chen et al. [2018]

implicit data collection

advanced analytical skills