Buy when? Survival machine learning model comparison for purchase timing
This work addresses a specific gap in marketing analytics for improving conversion rates, but it is incremental as it applies existing survival models to a new application area.
The paper tackled the problem of predicting when a customer will make a purchase, which is rarely addressed in marketing, and found that the DeepSurv model performed best in predicting purchase completion times.
The value of raw data is unlocked by converting it into information and knowledge that drives decision-making. Machine Learning (ML) algorithms are capable of analysing large datasets and making accurate predictions. Market segmentation, client lifetime value, and marketing techniques have all made use of machine learning. This article examines marketing machine learning techniques such as Support Vector Machines, Genetic Algorithms, Deep Learning, and K-Means. ML is used to analyse consumer behaviour, propose items, and make other customer choices about whether or not to purchase a product or service, but it is seldom used to predict when a person will buy a product or a basket of products. In this paper, the survival models Kernel SVM, DeepSurv, Survival Random Forest, and MTLR are examined to predict tine-purchase individual decisions. Gender, Income, Location, PurchaseHistory, OnlineBehavior, Interests, PromotionsDiscounts and CustomerExperience all have an influence on purchasing time, according to the analysis. The study shows that the DeepSurv model predicted purchase completion the best. These insights assist marketers in increasing conversion rates.