Original paper
Personalized Mobile Targeting with User Engagement Stages: Combining a Structural Hidden Markov Model and Field Experiment
Abstract
Low engagement rates and high attrition rates have been formidable challenges to mobile apps and their long-term success. To date, little is known about how companies can scientifically detect user engagement stages and optimize corresponding personalized-targeting promotion strategies to improve business revenues. This paper proposes a new structural forward-looking hidden Markov model as combined with a randomized field experiment on app...
Paper Details
Title
Personalized Mobile Targeting with User Engagement Stages: Combining a Structural Hidden Markov Model and Field Experiment
Published Date
Sep 1, 2019
Journal
Volume
30
Issue
3
Pages
787 - 804
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Notes
History