The MWI model predicts a number of customer intent metrics based on visitor behaviour on site. These predictions are used to give context to a visitors journey, and used within our segmentation framework in order to target visitors appropriately at the right time in their journey. They are represented by a probability score between 0 and 1, and are separated into three categories; 'Low', 'Medium' or 'High'. Customers moving into medium or high intent is based on them hitting certain percentiles.
The below outlines the five key intent metrics we predict;
Expected Conversion (xC) or Intent to Purchase
xC (or Expected Conversion) is our trademarked measure of a user’s probability to make a purchase within the following two weeks of any interaction. Customers moving into medium or high intent is based on them hitting certain percentiles. These exact percentiles are able to be fine tuned for your specific customer base based on your average conversion rate.
How is xC calculated? xC is not calculated but modelled using machine learning and deep learning architectures. By using the relationship between the data we gather on user behaviours and the outcome of a purchase event, the score shown in our analytics is the actual probability that a user will purchase from your site in the 14 days following an interaction.
Expected Return (xR) Intent to Return
xR (or Expected Return) is our measure of a user’s probability to return to site, once having left, within the following two weeks of any visit.
Expected Add to Bag (xATB or xATC) or Intent to Add to Bag
xATB/ATC (or Expected Add to Bag/Add to Cart) is our measure of a user’s probability to add an item to the bag within their journey.
Expected Exit (xE) or Intent to Exit
xE (or Expected Exit) is our measure of a user’s probability to exit the site during their session.
Expected Progression (xP) or Intent to Progress
xP (or Expected Progression) is our measure of a user’s probability to progress through their buying journey.