Marketing managers are often interested in and challenged with measuring the effectiveness of their website on current and prospective customers.Does the current version of their website provide a platform necessary for customers to browse all the products offered, compare information about the different products
to then ultimately lead a customer to make a purchase?From this, can we capture a customer’s behavior on the website that indicates a likelihood or propensity to make a purchase. In other words, can we predict whether or not a customer will make a purchase based on their web browsing history?
