Abstract
Various factors could impact purchase time, ranging from personal necessity, preferences and seasonal effects, to marketing variables such as products, price and promotions. In this chapter, we build temporal model to uncover both the customer’s long-term purchase patterns, which may be caused by gradual preference changes, and also the customer’s short-term purchase patterns, which may be caused by regular promotions. The discovered patterns could provide insights of customer behaviour and distinguish between groups of customers in terms of their responses to promotions.
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