Utilizing Mobile Browsing Behavior to Predict Store Visit and Customer Journey Progression
Users browse the internet with very different motives and intentions. Prior research established the existence of two pre-dominant types of motives, hedonic browsing and pre-purchase browsing, and associated differences in user responsiveness to digital advertising and ultimately conversion behavior to these motives. Identifying a user’s intent when visiting a website is therefore a key challenge for online advertisers and retailers. We therefore propose an approach based on the concentration of a user’s browsing behavior over time across multiple websites. Applying our concept to individual browsing behavior of 17,897 users on their mobile phones, we show that our approach can help to predict future offline store visits, and thereby identify users with a high purchase intention.
Lunch will be offered for registered attendees only from 12.00 in the WBS Staff Lounge.
Please book your place in advance via the online booking form