Analyzing user interactions of an e-commerce website with a pay-per-click model

In recent years, most of the e-commerce providers have been investing on user-centered policies. In this highly competitive digital age, every point where user contact takes place needs to be strengthened and developed. One of the problems ignored when investing in user-centered policies is the policies that e-commerce sites apply to their partners. While e-commerce providers provide their own continuity in this dynamic process, they must also satisfy the demands of their business partners and respond to their needs. The e-commerce site addressed in this thesis cooperates with online travel agencies, boutique hotels and hotel chains. It is a search and price comparison site for accommodation offers by these business partners. This e-commerce site earns money when the partners are on the site and users interact with them. This policy for partners is a business model called a pay per click model. In this model, there is a pay per click that occurs by clicking and entering the page instead of the high fees paid for just showing the ad. In this study, a wide data set is used that includes various information of e-commerce site users as well as their interactions with business partners. This study aims to provide a proposal for the e-commerce site's business model by applying descriptive and predictive data analysis techniques.