Predicting online shopping behaviour from clickstream data using deep learning

作者：

Highlights：

• We examine deep learning based conversion modeling in digital marketing.

• We use LSTM and GRU for clickstream classification to predict e-coupon redemption.

• We find high forecast diversity between RNNs and conventional classifiers.

• An ensemble of GRU and GBM predicts coupon redemption with high accuracy.

摘要

•We examine deep learning based conversion modeling in digital marketing.•We use LSTM and GRU for clickstream classification to predict e-coupon redemption.•We find high forecast diversity between RNNs and conventional classifiers.•An ensemble of GRU and GBM predicts coupon redemption with high accuracy.

论文关键词：Deep learning,e-commerce,Recurrent neural networks,Digital marketing

论文评审过程：Received 18 December 2018, Revised 4 February 2020, Accepted 25 February 2020, Available online 26 February 2020, Version of Record 6 March 2020.

论文官网地址：https://doi.org/10.1016/j.eswa.2020.113342