Understanding Consumer Journey using Attention based Recurrent Neural Networks

@article{Zhou2019UnderstandingCJ,
  title={Understanding Consumer Journey using Attention based Recurrent Neural Networks},
  author={Yichao Zhou and Shaunak Mishra and Jelena Gligorijevic and Tarun Bhatia and Narayan L. Bhamidipati},
  journal={Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery \& Data Mining},
  year={2019}
}
Paths of online users towards a purchase event (conversion) can be very complex, and guiding them through their journey is an integral part of online advertising. Studies in marketing indicate that a conversion event is typically preceded by one or more purchase funnel stages, viz., unaware, aware, interest, consideration, and intent. Intuitively, some online activities, including web searches, site visits and ad interactions, can serve as markers for the user's funnel stage. Identifying such… 
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