Personalized Mobile Targeting with User Engagement Stages: Combining a Structural Hidden Markov Model and Field Experiment

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...