The online shopping world is just like the physical shopping world. Customers browse, try and take opinions before deciding if and what to buy. For example, a lady wishing to buy a dress first browses through her options, even goes to different shops if needed, then tries on her choices, takes opinion either from the shop assistants or accompanying friends and then decides on her preferred choice.
Today, with a million choices over the internet, customers have access to data at different sources before they decide on their purchases. How can e-tailers differentiate between relevant and non-relevant data that can be collected from user browsing actions? How can these data be utilised to convert browsing customers into purchasing customers?