Analytics at Wharton Research
Bayesian Imputation for Anonymous Visits in CRM Data
Targeting individual consumers has become a hallmark of direct and digital marketing, particularly as it has become easier to identify customers as they interact repeatedly with a company. However, across a wide variety of contexts and tracking technologies, companies find that customers can not be consistently identified which leads to a substantial fraction of anonymous visits in any CRM database. We develop a Bayesian imputation approach that allows us to probabilistically assign anonymous sessions to users, while ac- counting for a customer’s demographic information, frequency of interaction with the firm, and activities the customer engages in. Our approach simultaneously estimates a hierarchical model of customer behavior while probabilistically imputing which customers made the anonymous visits. We present both synthetic and real data studies that demonstrate our approach makes more accurate inference about individual customers’ preferences and responsiveness to marketing, relative to common approaches to anonymous visits: nearest- neighbor matching or ignoring the anonymous visits. We show how companies who use the proposed method will be better able to target individual customers, as well as infer how many of the anonymous visits are made by new customers.
Keywords: Bayesian estimation, missing data, imputation, hierarchical modeling, targeted marketing