Clickstream Data and Inventory Management: Model and Empirical Analysis

• 成果类型: Article
• 署名作者: Huang, Tingliang; Van Mieghem, Jan A.
• 署名单位: University of London; University College London; Northwestern University
• 刊物名称: PRODUCTION AND OPERATIONS MANAGEMENT
• ISSN/ISSBN: 1059-1478
• DOI: 10.1111/poms.12046
• 发表日期: 2014
• 页码: 333-347
• 关键词: click tracking; advance demand information; inventory theory and control; Empirical Research; dynamic programming; econometric analysis; big data

摘要

We consider firms that feature their products on the Internet but take orders offline. Click and order data are disjoint on such non-transactional websites, and their matching is error-prone. Yet, their time separation may allow the firm to react and improve its tactical planning. We introduce a dynamic decision support model that augments the classic inventory planning model with additional clickstream state variables. Using a novel data set of matched online clickstream and offline purchasing data, we identify statistically significant clickstream variables and empirically investigate the value of clickstream tracking on non-transactional websites to improve inventory management. We show that the noisy clickstream data is statistically significant to predict the propensity, amount, and timing of offline orders. A counterfactual analysis shows that using the demand information extracted from the clickstream data can reduce the inventory holding and backordering cost by 3% to 5% in our data set.