Webpage customer persona discovery and push notification guidelines

Cellphones get notifications from different companies every day, but we do not know whether these notifications have a significant impact on customersâ behaviour. Knowing the impact of these notifications would provide useful insights to marketing strategists. Since user behaviour will determine the efficacy of push notifications, this project initially aims to build a behavioural model, which will group customers based on their web site navigation behaviour. Phase 2 of this project will use that behavioural model to propose strategies for using push notifications to target different customer types. Phase 3 of this project will examine the effect of the notifications and generalize to a wider range of webpage datasets.

Faculty Supervisor:

David Campbell

Student:

Haoxuan Zhou

Partner:

Mobify Research and Development Inc

Discipline:

Statistics / Actuarial sciences

Sector:

Information and communications technologies

University:

Program: