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Erschienen in:
2019 | OriginalPaper | Buchkapitel
14. Behavior Sequences
verfasst von : Chris Chapman, Elea McDonnell Feit
Erschienen in: R For Marketing Research and Analytics
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Abstract
Marketers often wish to understand sequences of customer behavior. If customers visit one web page, do they visit another? If they purchase one product, do they later purchase another? If they have some particular product experience, how does that change their subsequent product or market behavior? There is a vast array of analytical and statistical methods to address such questions, ranging from time series analysis to Markov models, from causal modeling to dynamic clustering.