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Identifying user groups: a machine learning framework for classifying Job Roles based on clickstream data
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Orientador(es)
Resumo(s)
Clickstream data, the digital footprint of a user’s online browsing activity, offers a unique
window into an individual’s interests and intentions. This work showcases a machine learning
framework designed to classify website visitors by job function using features crafted from 6
months’ worth of server-side clickstream data. These predicted job functions can be used to
send targeted communications to end users of a low-code B2B service in order to boost
engagement. The study finds success at differentiating developers, the key users, from other job
roles based on their use of the company website.
Descrição
Palavras-chave
Machine learning User segmentation Targeted advertising Outsystems Clickstream data