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Dynamic Composable Analytics on Consumer Behaviour

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 Dynamic Composable Analytics on Consumer
Behaviour

Jin-Quan Goh and Fang-Fang Chua(&)

Faculty of Computing and Informatics, Multimedia University,

63000 Cyberjaya, Selangor, Malaysia
jqgoh@hotmail.com, ffchua@mmu.edu.my

Abstract. Large enterprises and companies often use different tools and sys-
tems that distributed across their company branches to operate daily business
operations. The collected data and logs have significant potential of providing
useful information and insights for the company; however, staffs may spend
massive time and effort to process the raw data into useful information as raw
data is scattered and distributed across different platforms. This study proposes a
framework called Dynamic Composable Analytic Framework (DCAF), which is
able to accept and compose raw data from different systems or tools, and per-
forms analytics on the composed data to identify or predict the consumer
behavior. The proposed framework is able to perform data receiver, data com-
position, data massaging and data analytic job with minor human interaction.
DCAF provides contribution as an end-to-end solution for converting raw data
to predicted customer behavior information and thus improving the customer
analytics efficiency.

Keywords: Data composition
Consumer analytic
Dynamic data integration

Consumer behavior prediction
Big data

1 Introduction

Nowadays, we use systems or tools to aid our daily routine and tasks. These tools
might contain activity logs or produce data in different formats, and we could get a lot
of helpful information and insights from these data. The emergence of data analytic is
able to provide valuable information to improve tools, decision-making and produc-
tivity. Besides, organizations that embrace analytic driven management yield a better
business performance. MIT Sloan Management Review collaborates with IBM Institute
of Business Value by conducting a research which includes global survey as well as
in-depth interview. The outcome of the survey indicates that top performing companies
are using data analytic five times more than low performance company [1] and affirms
that the implementation of data analytic is correlated with the good performance of the
organization. Through Ren’s team [2] and Mariya’s research [3], data analytic is
performed to allow user to gain business value from system or stakeholder information
to improve business performance. Ren’s team applies machine learning and big data
analytic on data from energy utility companies and it allows them to gain insight on
millions of customer within a short time. Apart from that, big data analytic can improve

© Springer International Publishing AG, part of Springer Nature 2018

O. Gervasi et al. (Eds.): ICCSA 2018, LNCS 10960, pp. 353–365, 2018.
https://doi.org/10.1007/978-3-319-95162-1_24
354 J.-Q. Goh and F.-F. Chua

new product success rate. In Xu and his team research, big data analytic is better in
dealing with drastic change in technology and market requirement as big data analytic
has better understanding in stakeholder information compared with traditional mar-
keting [4]. However, these benefits can only be utilized if the data analytic process is
completed successfully and useful information is extracted from the data. One of the
essential factors for data analytic is that the data has to be clean and well structured.
Besides, the steps to perform data integration and data composition on heterogeneous
data from different data sources are also playing a crucial part to increase effectiveness
of data analytic [5]. Meanwhile, there are not many relevant tools in market, which can
give a hand to perform data analytic on heterogeneous data.
A framework called Dynamic Composable Analytic Framework (DCAF) is pro-
posed to overcome the problem addressed earlier. There are three main objectives of
DCAF. The available tools in the market are able to perform e jobs for each objective
separately but there is no tool in the market that is able to meet the all objectives at the
same time. The first objective of our proposed work is to provide feature that accept
data coming from different data sources and in different forms such as different
structure or format but containing same semantic meaning; and then convert the data
which is in heterogeneous forms into an expected file type. This is to ease data
composition or data analytic job. The second objective is to discover and compose
information in real time scenario and enabling DCAF to accept data input from different
sources in real time automatically. Besides, DCAF allows newly discovered data source
to communicate with it or receive data from new data source. The third objective is to
provide consumer analytic feature for the user on composed dataset. DCAF is a
framework that composes of different technology like.NET, Window Workflow
Foundation (WF), Window Communication Foundation (WCF) and R.NET. There are
three core elements in DCAF: (1) dynamic environment element which improves the
flexibility of the framework and enable the framework to handle real time data,
(2) composable element which improve the interoperability of the framework and
allows the framework to compose the information from different data sources, and
(3) consumer analytic element that provide consumer analytic feature. The remainder of
this paper is organized as follows: Sect. 2 presents background study and related
works, Sect. 3 discusses structure and three core elements proposed in DCAF, Sect. 4
presents the testing and results and Sect. 5 concludes with discussion and future work.

2 Related Works

DCAF chooses orchestration service which focuses on recursively compose of services

[6]. Based on orchestration service, there will be one master module that acts as central
service or controller that coordinating all modules among the whole environment. In
DCAF, central service will be the point of contact for the child service to pass the
dataset, and central service is also the service that responsible to compose and analyze
the data. Apart from that, DCAF uses workflow to handle the dynamic environment.
There is a Workflow Management System (WFMS) in DCAF which manages the flow
of data from data acceptations stage to data analytic stage. To ensure that WFMS meets
its objective, WFMS is configured to collaborate with Knowledge Library (KL) which
 Dynamic Composable Analytics on Consumer Behaviour 355

is a rule-based library to provide guidance to convert the dataset to correct file type and
data composition. Besides, DCAF contains analytic modules that provide consumer
analytic feature. DCAF’s analytic module adopts RFM (recency, frequency, monetary)
analytic model, introduced by Hughes [7] to identify the Customer Lifetime Value
(CLV) which can be used to forecast future profit of a customer, and rank the potential
important customers. During literature reviews, we find methods or tools which carry
out composition job, handle dynamic data and perform consumer analytic. However,
there is no identical framework that offers functionality like DCAF. The current
method, framework and tools that can be found from the market do not provide the
end-to-end solution as offered by DCAF, hence the literature review for this study is
done based on the comparison of the core elements in DCAF. The summary of the
related works is shown in Table 1.

Table 1. Summary of related works

References Related work’s methods Related feature in
DCAF
Coetzee [8] Uses rule-based class to provide pre and post Dynamic environment
condition to handle dynamic environment handling
Siriweera [9] Uses a layer architecture that contain intelligent Dynamic environment
layer to manage dynamic data handling
Hughes [7] Uses RFM analytic model to identify the Consumer analytic
Customer Lifetime Value
Benatallah Uses layered architecture to dynamically Composition method
and Sheng composes web service and allows the web
[10] service to have P2P communication
Chen [11] Allows the web services to select correct web Composition method
service to communicate
Kluskas [12] Integrated visualisation analysis on phenotyping Composition method
plant data
Fielder and The proposed tool allows user to add the wanted Data composition and
Dasey [13] data source and then compose and analyze the dynamic environment
data handling

A dynamic analysis allows data from the analysis process change constantly and
support real time analysis. This means that the analytic model should be able to feed in
new data in real time mode and perform immediate analysis on the data. There are
many events in the world which requires real time analysis, for example natural disaster
prevention [14] and medical research activities [15]. Special written or design of
library, module or architecture would require the tools or systems to handle dynamic
environment like the proposed framework by Coetzee [8] and Siriweera [9]. In terms of
handling dynamic environment part, DCAF will rely on rule-based class to handle
dynamic variable like how Coetzee did, but the rule-based class in DCAF which called
KL will work with WFMS. On consumer analytic part, the RFM analytic model that
proposed by Hughes [7] is able to identify the value of customer. Hence, DCAF will
356 J.-Q. Goh and F.-F. Chua

use RFM analytic model to group the customer based on the customer value, so that the
prediction can be done on important customer group. On composition method part,
there are different composition methods from the literature like web service compo-
sition method from Benatallah and Sheng [10] and Chen [11], and data composition
method from Kluskas [12]. The composition method from Kluskas is more suitable for
DCAF, because DCAF need data composition for analytic purpose to merge the data
and standardizing sematic meaning of the data. However, the proposed method from
Kluskas is focusing on image data while DCAF is focusing on text-based data. Thus,
DCAF will have its own composition method, which relies on Service-Oriented
Architecture (SOA) to obtain the data from child service and then use WFMS to
collaborate with Knowledge Library (KL) to compose the data. There is an existing
tool called Composable Analytics which is able to compose data from different sources
and then provide the summary of the data to user in current market [13]. DCAF offers
better flexibility than Composable Analytics as DCAF allows any registered child
service to call the central service to pass input dataset in DCAF when child service
provides the metadata. Besides, DCAF offers more precise analytic feature compared to
Composable Analytics, because DCAF provides consumer analytic feature while
Composable Analytics only provides basic analytic features with charts.

3 Dynamic Composable Analytic Framework (DCAF)

Dynamic Composable Analytic Framework (DCAF) provides data composition and

consumer analytic feature on real time data with minor human interaction. Dynamic
environment element uses Workflow Management Systems (WFMS) to handle the
input of real time data and SOA to improve the flexibility in data exchange between the
tools; composable element uses Knowledge Library (KL) which is a rule- base library
to guide the DCAF on data composition and data cleaning; consumer analytic element
uses RFM analysis model to group the customer. Further details will be discussed in
the sub section of this section. Figure 1 illustrates the process within DCAF. Firstly, the
data sources will call the main service function and pass the received data into WFMS
which in charge of the logical controls and workflow. Next, data will be compiled into
correct file format at file storage, and analytic module will then perform analytic by
retrieving the file from the file storage. Analysis result will be displayed at UI appli-
cation. In this framework, knowledge library provides support for data cleaning,
conversion of file type and column data type.

3.1 Services in DCAF

The services in DCAF are developed using Windows Communication Foundation
(WCF) from .Net framework [16]. There are two type of services in DCAF: child
service and central service. Child service is the data source that provides the input data
to central service, while central service is the place that carries out data composition
and data analytic process. The list of functions from central service is listed in Table 2.
 Dynamic Composable Analytics on Consumer Behaviour 357

Fig. 1. Overview of DCAF

Table 2. List of functions from central service

Function name Descriptions
CS_GetData Child services call this method to pass the dataset to central
service
CS_GetMetaData Child services call this method to pass the metadata for
dataset from the particular child service to central service
CS_SendMetaDataTemplate Child service call this method to get the metadata template
from central service

3.2 Workflow Management System in DCAF

DCAF is adopting concepts from Business Process Management (BPM) to handle and
compose input data from multiple data sources. BPM is an approach using Workflow
Management System (WFMS) to automate business process that involves different
resources like human, organisation, application and source of information in business
[17]. The Workflow Management System will be developed by using Windows
Workflow Foundation (WF) on .Net framework 4.5 [18]. WF allows the user to declare
workflow or business logic to control the logic and flow of the activities in applications
or services using Visual Basic or C# language. WFMS will be the logical and operation
controller in DCAF. It is ensuring the input data passing thru file type conversion
process and data compilation process correctly, and the data analytic job is triggered
continuously. Figure 2 illustrates the overview process flow for WFMS.
When child service triggers the web service function from central service, central
service will execute the “WorkFlow_FileConverter” workflow to convert input data file
358 J.-Q. Goh and F.-F. Chua

Fig. 2. Overview of WFMS process flow

into expected file type. Next, the “WorkFlow_Compiler” will notice the existing of
new data file and consolidate the input data file into single compiled data file. After
that, “WorkFlow_DataAnalytic” will retrieve the data from file into analytic module to
perform analytic accordingly. The analytic result will be displayed in DCAF applica-
tion UI after the data analytic job is completed.

3.3 Knowledge Library in DCAF

Knowledge Library (KL) is a rule-based class that provides information for the
workflow to perform data composition. KL can be divided into three parts as shown in
Fig. 3. KL is a class that written in C# programming language, and uses .Net
Framework Class Library to support file type conversation and use R.net library to
support data type conversation activities. The difference between convert file type
feature and convert column data type feature is that convert file type feature will focus
on converting the data file type, while convert column data type will focus on con-
verting the column variable type like string or integer to correct column variable type.

Fig. 3. Knowledge library overview

 Dynamic Composable Analytics on Consumer Behaviour 359

3.4 Consumer Analytic in DCAF

DCAF has an analytic module that will analyze the customer transaction history to predict
the consumer behavior and convert the result in chart or list of suggestion via displayed
text on DCAF user interface. The analytic module starts when analysis function is trig-
gered from data analytic workflow. First, composed data will be then retrieved, and
secondly data cleaning is performed. Next, data summary will be displayed and then
dataset will be discretized for RFM analysis. The customer segmentation is then reformed
based on RFM result and a chart is plotted. Lastly, one of the customer from the “best
customer” (the way to identifier “best customer” will be explained in this section) segment
is selected and the top five potential interest products are being identified and displayed.
RFM Analysis
The analytic module uses RFM analytic model to identify Customer Lifetime Value
(CLV) from customer transaction dataset. In marketing field, CLV is applying on
customer acquisition, customer selection, customer retention, marketing strategic
decision and resource allocation [19]. While in DCAF, the CLV from RFM analysis has
been used on customer selection to identify the “best customer” group, who has the most
interest to the shop product and sales. The “best customer” will score the highest mark in
three attributes of RFM analysis namely recency, frequency and monetary. Marketer and
shop manager are unlikely to focus on every customer’s needs and interests as the
customer pool can be huge and variant. Matching with Pareto principle (also known as
80/20 rule), they may apply the concept by just focusing 20% of the shop customer to
gain the 80% income of the shop [20]. DCAF analytic module is using the same concept
from Pareto principle. It will only target on prominent customer group like “best cus-
tomer” segment which is mostly the big spender and loyal customer.

Algorithm 1. RFM Analysis

1. Set a target date that represent recent date

2. Select the transaction that match with the target customer id
and not more than 1 year different with target date
3. With the selected transaction perform step 4 to step 7
4. Set Recency = target date - latest transaction date
5. Set Frequency = Sum(invoice count)
6. Set Monetary = Sum(total spend of every transaction)
7. Add new row to RFM_Analysis data table with
customer id, Recency, Frequency, Monetary as new row of record
8. Repeat from step 2 until acquire RFM value for all the customers
9. Discretize the Recency into 5 equal equal size group by labeling
first 20% of data = 5 , next 20% of data = 4 and so on ...
10. Discretize the Frequency into 5 equal equal size group by labeling
first 20% of data = 1 , next 20% of data = 2 and so on ...
11. Discretize the Monetary into 5 equal equal size group by labeling
first 20% of data = 1 , next 20% of data = 2 and so on ...
12. Perform segmentation according to preset rule
360 J.-Q. Goh and F.-F. Chua

Algorithm 1 shows the pseudocode for RFM analysis and it is also the steps for
DCAF to obtain the RFM score. The RFM analysis will start from setting the target
date. The target date will be the recent date or today’s date, which will be used to find
the Recency dimension value. After setting the target date, analytic module will find the
transaction that is not more than one year’s difference with the target date and match
with the target customer id. After that, DCAF will find the Recency, Frequency and
Monetary dimension value from the subset of transaction. Recency value can be
obtained from the difference between the target date and the most recent transaction
date in the subset. Summing up the total invoice count that represents the number
transactions then we can get the frequency value while the Monetary value is calculated
from the total spend of the customer in every transaction. After having RFM value for
all customers, DCAF discretizes each dimension into five equal groups. For Recency
dimension, the first 20% of the value will be labeled as 5 and the next 20% of the value
will be label as 4 and so on. This means that the customer with the more recent
transaction will have higher score in Recency dimension. For Frequency and Monetary
dimension, the first 20% of the value will be labelled as 1 and the next 20% of the score
will be labelled as 2 and so on. This means that the customer with higher frequency of
visit and purchase at the shop and higher total spent in the shop will get higher score in
Frequency and Monetary dimension respectively. After DCAF obtains RFM score of
each customer, it will then perform customer segmentation according to pre-set rule
that is shown in Table 3.

Table 3. RFM customer segments

Segment RFM score Description
R F M
Best customer 5 5 5 Customers who visit and often spend a lot in the shop, and
this group customer visit the shop recently
Lost cheap 1 – 1 Customers who have not visit the shop for long time and
customer do not spending much money in this shop
Lost big spend 1 – 5 Customer who have not visited the shop for long time and
customer spend a lot of money in this shop
Almost lost 2 – 5 Customer who spend a lot in this shop but have not visit
big spender the shop for sometime
Almost lost 2 – – Customer who have not visited the shop for sometime
Loyal – 5 – Customer visit the shop for many time
Big spender – – 5 Customer spend a lot in this shop

Predicting product that customer might be interested in

After DCAF identifies the “best customer” from the input transaction, it will then
predict the best prospect product based on the transaction history of the customer from
“best customer” group. The best prospect product is being identified based on sales
profit from the product being purchased and the probability of the item that will be
purchased from the history. DCAF will list out the top five highest amount of purchase
 Dynamic Composable Analytics on Consumer Behaviour 361

products along with the probability of the product being purchased in the DCAF user
interface. The product sales amount presents customer’s demand to the product, while
the probability of the product being purchased presents how often the customer needs
the product. Hence, the combination of both of the statistics will able to improve the
accuracy on predicting the potential interest product.

4 Testing and Results

A framework testing has been performed to evaluate DCAF. The testing process is
divided into three parts: (1) Workflow Management testing, (2) Knowledge Library
testing and (3) Consumer Analytic module testing. Workflow Management testing aims
to verify whether the WFMS working correctly as expected in dynamic environment;
Knowledge Library testing is to verify whether KL is giving the correct instruction to
DCAF for data composition purpose; Consumer Analytic module testing is to check
whether proposed method in analytic module is performing analysis correctly if the
framework accepts the data dynamically. Checklist questions which are used in the
framework testing are shown in Table 4. DCAF is required to pass all the questions in
checklist questions in order to pass the framework testing.

Table 4. Testing checklist question

Type of testings Checklist questions
Workflow Management Is WFMS getting the data from child services and pass to the
testing central services?
Workflow Management Is WFMS handling constant input from real time data source?
testing
Workflow Management After child service stop providing the data, will WFMS becomes
testing not responding?
Knowledge Library Is KL in DCAF converting the data type of the column correctly?
testing
Knowledge Library Is KL in DCAF composing the columns that have same semantic
testing meaning correctly?
Consumer Analytic Will the consumer analytic module able to accept new data input
module testing dynamically and then perform the analysis without error?

The testing will start with creating a scenario which assuming there are two child
services registered in DCAF. The scenario will assume that one of the registered child
services is from Singapore, while the other child service is from China. The Singapore
service will provide dataset in excel format (.xlsx file), while the China service will
provide the dataset in tab separated value format (.tsv file). Both of the child services
dataset will contain the required columns for the consumer behaviour prediction pur-
pose, but both datasets will contain extra unwanted columns. Hence, DCAF will need
to convert the child datasets into CSV format and find the wanted columns in both child
data sets for consolidation purpose. To find the wanted column, DCAF will need to
362 J.-Q. Goh and F.-F. Chua

match the columns name between different datasets. DCAF will use the column name
from the parent dataset as the searching criteria to check the availability of wanted
column in child dataset. The DCAF should able to adapt to the dynamic environment
because it is assumed that both child services will have inconstant time to send the
child data set to central service. Besides, it is assumed that both child service and
central service are having corrected and error free metadata file.
Dataset for testing
DCAF is being evaluated by using an online retail dataset from http://archive.ics.uci.
edu/ml/datasets/online+retail. Chen from School of Engineering, London South Bank
University generates this dataset [21]. The dataset is collected from an UK-based
company which having its non-store retail business over Europe and UK. The online
retail dataset is having the sales transaction from 01/02/2010 to 09/12/2011. There are
more than 4000 customers contribute to this dataset, and it has more than 500,000 of
row record with 8 attributes in each row to record the customer purchase history. Apart
from the retail dataset from Chen, self-created datasets will also be included in the
evaluation process. The self-created datasets will be having file type like comma
separated file, tab separated file and excel file to evaluate the data composition ability
of DCAF. Although this self-created dataset is being randomly generated, it is still able
to match with the main retail dataset, because the stock code and unit price for the
self-created dataset is from the main retail dataset. In the framework testing, the central
services will have the downloaded online retail dataset, while the both child services
will send the self-created dataset to the central service.

4.1 Test Results

Workflow Management Testing Result. When the testing started, the child service
will send in the self-created datasets without a consistent time to create dynamic
environment. These self-created datasets will be handled by WFMS and converted to
CSV file type and stored at temporary file location and pending consolidator workflow
to compose. Thus, to verify the correctness of WFMS, checking is required on tem-
porary folder. If WFMS working correctly, CSV file will be generated in temporary
folder as WFMS will trigger the workflow that is able to convert the child dataset to
CSV file and then store the converted CSV file at temporary folder. The testing result
shows that WFMS is working correctly as before the execution, the temporary file
location is empty, but after the testing is started, it contains two CSV files. These two
CSV files are the dataset from China and SEA child services. After performing five
round of testing and monitoring the files changes of temporary folder, we found that
WFMS done its job correctly as it is able to handle the inconstant dataset input. From
this, we can verify DCAF pass the first testing stage.
Knowledge Library Testing Result. The child service dataset will be composed
correctly if KL is working correctly without error. To verify whether the child service
dataset been composed into expected file structure, user can check the composed file at
“Compose” folder. The “Compose” folder will have the compose dataset which being
 Dynamic Composable Analytics on Consumer Behaviour 363

generated or updated after composing the CSV file from temporary location. After
verified the column structure and content of the consolidate CSV file is correct, then we
said that KL provides the correct rules and instruction to “WorkFlow_Compiler”
workflow as “WorkFlow_Compiler” workflow done it job correctly without error. To
verify the composed file having correct column structure, we did manually checking on
the composed file to ensure that it has the required columns by comparing the columns
from all the CSV files in temporary folder. On the other side, to verify the content of
consolidate file, we checked whether the all the required row of data exist in the
consolidate file. Apart from that, to verify that the KL works well, we also check
whether summary and chart from the DCAF analytic result tab reflect the changes
correctly. DCAF analytic result tab displays the result in text or chart form correctly
without application crash or error message during the testing. Hence from the checking
and verification, the KL is verified and passed both checklist questions.
Consumer Analytic Module Testing. To verify the analytic module is working
correctly, we need to ensure the analysis result is correctly displayed at DCAF data
analytic tab. The analytic module shall display the dataset summary like number of
customer, oldest transaction date and latest transaction date of the dataset at the analytic
result tab’s “summary” section correctly, customer value segmentation bar chart in
result tab’s “plot” section correctly, and the predicted important customer interested
item in result tab’s “result” section correctly (as shown in Fig. 4). The tester had use
native tools to run the analysis on the same dataset separately, so that the tester can

Fig. 4. Analytic result shown from DCAF analytic result tab

364 J.-Q. Goh and F.-F. Chua

verify that the displayed result is correct. After complete the comparison between the
result from DCAF and the result of testing tool, the analytic module can be verified as
working correctly as the result from both tools is the same.

5 Conclusion

DCAF is a framework that is able to compose the data dynamically and then perform
consumer analytic on the compose dataset automatically with minimum human inter-
action. Besides, DCAF has high interoperability characteristic. It is able to commu-
nicate with tools or other service easily by just providing the main service URL for
other tools and service to call it. DCAF is been verified and tested and it is able to
provide its functions correctly. The drawback of DCAF is it needs to rely on dataset’s
metadata to match the columns between different dataset and perform data composition
accordingly. This drawback will reduce the efficiency of data composition because
there is possibility that the column is named differently but having the same semantic
meaning and it prompts to human error as it requires user to key in the metadata
manually. Thus, in future work, Nature language Processing (NLP) will be applied in
DCAF, so that we would able to understand the semantic meaning of the columns’
name and thus improve the accuracy and flexibility of data composition. Besides, the
analytic module will be further developed so that the prediction accuracy and perfor-
mance for DCAF can be improved.

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