Research Article
Predicting Online Consumer Transaction from Big Data: Influential Factors and Strategic Planning
| Variables and corresponding phase | Description |
| Acquisition (phase 1) | | channelGrouping | The origins of the website traffic that commonly includes direct, referral, organic search, paid search, display, affiliate, and social. | totals_bounces | The number the visitors get into the website but immediately leave the site without additional activities. | visitNumber | The number of times visitors have entered the website. | Behavior (phase 2) | | totals_pageviews | The number of pages viewed by visitors on the website. | totals_timeOnSite | The length of time visitors spend on the website. | Conversion (phase 3) | | totals_transactions | The number of transactions made by visitors on the website. |
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