Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion.
Lizhen XuJason A. DuanAndrew B. WhinstonPublished in: Manag. Sci. (2014)
Keyphrases
- process model
- online advertising
- user behavior
- process mining
- business process
- business processes
- behavioral targeting
- event logs
- software process
- display advertising
- formal models
- long tail
- control flow
- advertising campaigns
- petri net
- user experience
- machine learning
- workflow management systems
- user interaction
- expert systems
- web pages