Predicting Online Shopping Behavior: Using Machine Learning and Google Analytics to Classify User Engagement

Predicting Online Shopping Behavior: Using Machine Learning and Google Analytics to Classify User Engagement

User engagement metrics, including engaged sessions, average engagement time, bounce rate, and conversions, provide significant insights into online behavior. This study utilizes Google Analytics data insights and predictive statistics to analyze these metrics and apply classification models to enha...

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Bibliographic Details
Main Authors: Dimitris C. Gkikas, Prokopis K. Theodoridis
Format: Article
Language:English
Published: MDPI AG 2024-12-01
Series:Applied Sciences
Subjects:
predictive analytics
data mining
digital marketing
Google Analytics
key performance indicators
user behavior
Online Access:https://www.mdpi.com/2076-3417/14/23/11403
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