Finding touchpoints, channels and customer stages responsible for purchase in a B2B customer journey

What is it about?

Our work identifies customer interactions which are most responsible for purchase in the B2B setting. We develop a novel deep learning framework to model purchase as a function of customer interactions and using the model identify the most relevant interactions.

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Why is it important?

- B2B customer journeys are very complex and difficult to study - Finding the main interactions helps in appropriate credit attribution - Can be used to plan future investments in the appropriate channels