Investigating RFM Learner Cube Models of e-Learning Systems
Yung-Tzu Lin, School of Management, National Taiwan University of Science and Technology, Taipei, Taiwan, Taiwan ; Chun-Kuei Chen, Department of Technology Application and Human Resource, National Taiwan Normal Univ., Taipei, Taiwa, Taiwan ; Shein-Yun Cheng, Department of Information and Computer Eng., Chung Yuan Christian Univ., Chung-Li, Tao-Yuan, Taiwan, Taiwan
EdMedia + Innovate Learning, in Montreal, Quebec, Canada ISBN 978-1-939797-16-2 Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC
A learner model of e-learning systems is built up by the RFM (Recency, Frequency and Monetary) model of CRM (Customer Relationship Management). A six steps KDD (Knowledge Discovery in Databases) process is applied to transform the general learning portfolio to obtain the knowledge-independent RFM learner model. Following the convention of CRM research, such learner model is partitioned with indices from 111 to 555 and distributed over a three-dimensional learner cube model. Learners with different RFM indices possess different customer (learner) values, and the e-learning system can carry out different kinds of e-learning strategies. The six steps of KDD process are implemented and tested by a real e-learning portfolio to prove our idea. Further research will continuously explore for the application of different promotion strategies of e-learning systems.
Lin, Y.T., Chen, C.K. & Cheng, S.Y. (2015). Investigating RFM Learner Cube Models of e-Learning Systems. In S. Carliner, C. Fulford & N. Ostashewski (Eds.), Proceedings of EdMedia 2015--World Conference on Educational Media and Technology (pp. 643-650). Montreal, Quebec, Canada: Association for the Advancement of Computing in Education (AACE).
© 2015 Association for the Advancement of Computing in Education (AACE)