E-commerce web applications are almost ubiquitous in our day to day life, however as useful as they are, most of them have little to no adaptation to user needs, which in turn can cause both lower conversion rates as well as unsatisfied customers. We propose a machine learning system which learns the user behaviour from multiple previous sessions and predicts useful metrics for the current session. In turn, these metrics can be used by the applications to customize and better target the customer, which can mean anything from offering better offers of specific products, targeted notifications or placing smart ads. The data used for the learning algorithm is extracted from Google Analytics Enhanced E-commerce, which is enabled by most e-commerce websites and thus the system can be used by any such merchant. In order to learn the user patterns, only its behaviour features were used, which don't include names, gender or any other personal information that could identify the user. The learning model that was used is a double recurrent neural network which learns both intra-session and inter-session features. The model predicts for each session a probability score for each of the defined target classes.
Using Google Analytics data for Machine Learning purposes is a relatively new and rarely used method, perhaps because the analytics platform's original focus is on aggregated data. The User Explorer https: support.google.com analytics answer 6339208?hl=en report, which provides insights at the user level, is relatively new. In @cite_5 , they predict the amount of people visiting a city based on website traffic of various touristic websites. In @cite_1 , they try to identify the demography of the users on a website, studying the evolution of location as well as device used for some time frames. In @cite_10 , they analyzed the website traffic to sort the most visited pages for some online library. Then, based on the traffic analysis, they put more emphasis on the most visited ones, promoting them to the main page more often which resulted in a decrease of the bounce rate by a large margin. In @cite_0 , they analyze the performance of various e-commerce sites using computed statistics of the features offered by Google Analytics.
@cite_0 @cite_5 @cite_1 @cite_10
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The ability of 10 Google Analytics website traffic indicators from the Viennese DMO website to predict actual tourist arrivals to Vienna is investigated within the VAR model class. To prevent overparameterization, big data shrinkage methods are applied: Bayesian estimation of the VAR, reduction to a factor-augmented VAR, and application of Bayesian estimation to the FAVAR, the novel Bayesian FAVAR. Forecast accuracy results show that for shorter horizons (h=1, 2months ahead) a univariate benchmark performs best, while for longer horizons (h=3, 6, 12) forecast combination methods that include the predictive information of Google Analytics perform best, notably combined forecasts based on Bates–Granger weights, on forecast encompassing tests, and on a novel fusion of these two. The collection of huge amount of tracking data made possible by the widespread use of GPS devices, enabled the analysis of such data for several applications domains, ranging from traffic management to advertisement and social studies. However, the raw positioning data, as it is detected by GPS devices, lacks of semantic information since this data does not natively provide any additional contextual information like the places that people visited or the activities performed. Traditionally, this information is collected by hand filled questionnaire where a limited number of users are asked to annotate their tracks with the activities they have done. With the purpose of getting large amount of semantically rich trajectories, we propose an algorithm for automatically annotating raw trajectories with the activities performed by the users. To do this, we analyse the stops points trying to infer the Point Of Interest (POI) the user has visited. Based on the category of the POI and a probability measure based on the gravity law, we infer the activity performed. We experimented and evaluated the method in a real case study of car trajectories, manually annotated by users with their activities. Experimental results are encouraging and will drive our future works. In this paper, we combine ideas from machine learning (ML) and operations research and management science (OR MS) in developing a framework, along with specific methods, for using data to prescribe decisions in OR MS problems. In a departure from other work on data-driven optimization and reflecting our practical experience with the data available in applications of OR MS, we consider data consisting, not only of observations of quantities with direct effect on costs revenues, such as demand or returns, but predominantly of observations of associated auxiliary quantities. The main problem of interest is a conditional stochastic optimization problem, given imperfect observations, where the joint probability distributions that specify the problem are unknown. We demonstrate that our proposed solution methods are generally applicable to a wide range of decision problems. We prove that they are computationally tractable and asymptotically optimal under mild conditions even when data is not independent and identically distributed (iid) and even for censored observations. As an analogue to the coefficient of determination @math , we develop a metric @math termed the coefficient of prescriptiveness to measure the prescriptive content of data and the efficacy of a policy from an operations perspective. To demonstrate the power of our approach in a real-world setting we study an inventory management problem faced by the distribution arm of an international media conglomerate, which ships an average of 1 billion units per year. We leverage both internal data and public online data harvested from IMDb, Rotten Tomatoes, and Google to prescribe operational decisions that outperform baseline measures. Specifically, the data we collect, leveraged by our methods, accounts for an 88 improvement as measured by our coefficient of prescriptiveness. We consider MapReduce workloads that are produced by analytics applications. In contrast to ad hoc query workloads, analytics applications are comprised of fixed data flows that are run over newly arriving data sets or on different portions of an existing data set. Examples of such workloads include document analysis indexing, social media analytics, and ETL (Extract Transform Load). Motivated by these workloads, we propose a technique that predicts the runtime performance for a fixed set of queries running over varying input data sets. Our prediction technique splits each query into several segments where each segment’s performance is estimated using machine learning models. These per-segment estimates are plugged into a global analytical model to predict the overall query runtime. Our approach uses minimal statistics about the input data sets (e.g., tuple size, cardinality), which are complemented with historical information about prior query executions (e.g., execution time). We analyze the accuracy of predictions for several segment granularities on both standard analytical benchmarks such as TPC-DS [17], and on several real workloads. We obtain less than 25 prediction errors for 90 of predictions.