Conversion paths of online consumers: A sequential pattern mining approach

作者：

Highlights：

• New data mining technique, so that it can consider the sequence of media.

• Enabling more in-depth analysis and insight which cannot be found in the data used.

• Channels can be correctly judged, advertisers can make efficient marketing mix.

摘要

•New data mining technique, so that it can consider the sequence of media.•Enabling more in-depth analysis and insight which cannot be found in the data used.•Channels can be correctly judged, advertisers can make efficient marketing mix.

论文关键词：Multichannel analysis,Sequential pattern mining,Association rule,Marketing channel,Online channel,Marketing mix

论文评审过程：Received 1 May 2021, Revised 31 March 2022, Accepted 13 April 2022, Available online 18 April 2022, Version of Record 5 May 2022.

论文官网地址：https://doi.org/10.1016/j.eswa.2022.117253