Publications
With our publications we cover the most diverse research areas that arise in the field of man, task and technology. In addition to traditional Business Information Systems topics such as knowledge management and business process management, you will also find articles on current topics such as blended learning, cloud computing or smart grids. Use this overview to get an impression of the range and possibilities of research in Business Information Systems at the University of Duisburg-Essen.
Type of Publication: Article in Collected Edition
Implementation of Placement Optimization in Electronic Commerce: Towards a Data Generation Method to Increase Forecast Elasticity
- Author(s):
- Hütsch, Marek; Wulfert, Tobias
- Title of Anthology:
- Proceedings of the 25th Pacific Asia Conference on Information Systems (PACIS)
- Location(s):
- Dubai
- Publication Date:
- 2021
- Link to complete version:
- https://aisel.aisnet.org/pacis2021/73/
- Citation:
- Download BibTeX
Abstract
Electronic commerce involves data-rich business models that offer many application areas for machine learning. In electronic commerce, retailers aim to optimize the product listing on their websites to increase revenues. The product listing on websites often uses a sales forecast for placement optimization that requires historical data, which are sometimes unavailable at small and medium retailers. Thus, we apply a design science research approach to implement three methods for systematically generating historical sales data that improve elasticity information. The non-availability of historical data is exemplified in a case study of a medium-sized German retailer. Simulating these methods for a more extensive data set revealed that the clustered data generation method generates elasticity information so that the placement optimization performs best in terms of expected profits and computational time. Additionally, we propose an enhanced process for the introduction of data science in electronic commerce.