2.4. The Customer Behavior Model Graph (CBMG)

A Customer Behavior Model Graph (CBMG) has n states, where state 1 is always the Entry state and state n is always the Exit state. The actual number of states and the type of states of a CBMG vary among e-commerce sites. For example, online trading sites may have other types of states such as Obtain Quote, Trade Stock, Trade Mutual Fund, View Chart (of stock value variation), Access Portfolio, and Get Press Releases (on a company).

A CBMG is a characterization of the navigational pattern of a group of customers, as viewed from the server side. This means that a transition from state i to state j is said to occur when the request to go to state j arrives at the server. In Fig. 2.4, the transition from ...

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