One of my friends sent me a paper titled, “Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion”.

Not knowing most of the marketing jargon in the paper, I had to read it slowly. After going through the paper, I  have realized that it is a superb application of point processes to measuring effectiveness of online advertising. In finance, there are tons of papers published that use Hawke’s process for modeling. I was clueless about its application in other domains.

Thanks to this paper, I was pleasantly surprised to read about an application of Multivariate Hawke’s process in the marketing domain. I guess the more one knows about various applications of a specific model, the more easier it become to understand the nuts and bolts of that model.

Link to a brief summary of the paper