Customer Purchase Intent Prediction Under Online Multi-Channel Promotion: A Feature-Combined Deep Learning Framework

Abstract

The micro-level customer purchase intent in promotions is crucial for the overall purchase conversion rate of promotions. In the context of joint promotions on multiple online channels, customers can access and compare prices and services by navigating between channels to aid their purchase decision. The interactions between customer and promotion channels offer another angle to predict their purchase intent during promotions. In this paper, we propose a feature-combined deep learning framework, in which a full-connected long short-term networks (FC-LSTM) is used for modeling the interactions between customers and promotion channels, as well as the nonlinear sequence correlations and cumulative effects between customer's browsing behavior. To improve the performance of the prediction, the framework incorporates other features of customer profile including purchase history and demographics, integrating them into an end-to-end framework. We apply our method in a real prediction task for online multichannel promotion for concert tickets. Extensive experiments show that the proposed approach exhibits overall good performance compared with state-of-the-art methods on standard metrics such as precision, recall, f-measure, area under curve (AUC), and lift.