Introduction
Digital advertising revenue in the United States is reported to be US$27.45bn for the first half of 2015 and has experienced a compound annual growth rate of 17% from 2005 to 2014 (Interactive Advertising Bureau (IAB), 2014). Digital advertising exposes marketers to the full tracks of users' conversion paths (i.e., sequence and timing of, as well as engagement in, advertising channels that have reached them) in addition to their demographic information, shopping preferences, and a lot of other relevant information. By analyzing these data, marketers have the potential to gain better insights into how advertisements have an impact on...