Between Click and Purchase: Predicting Purchase Decisions Using Clickstream Data
We develop innovative approaches of using customers’ online navigation-path data to predict purchases. We describe customers’ navigation paths as sequence of browsing behaviours. We predict viewing behaviours and use this predicted viewing behaviour to predict purchases. Our approach improves the prediction accuracy compared to existing modelling alternatives.
Citation:
Boshuo Guo and Catarina Sismeiro (2019) ,"Between Click and Purchase: Predicting Purchase Decisions Using Clickstream Data", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 608-609.
Authors
Boshuo Guo, University of Leeds, UK
Catarina Sismeiro, Imperial College London, UK
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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