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Digital marketing has been extensively researched and developed remarkably rapidly over the last decade. Within this field, hundreds of scientific publications and patents have been produced, but the accuracy of prediction technologies leaves much to be desired. Conversion prediction remains a problem for most marketing professionals. In this article, the authors, using a dataset containing landing pages content and their conversions, show that a detailed analysis of text readability is capable of predicting conversion rates. They identify specific features that directly affect conversion and show how marketing professionals can use the results of this work. In their experiments, the authors show that the applied machine learning approach can predict landing page conversion. They built five machine learning models. The accuracy of the built machine learning model using the SVM algorithm is promising for its implementation. Additionally, the interpretation of the results of this model was conducted using the SHAP package. Approximately 60% of purchases are made by nonmembers, and this paper may be suitable for the cold-start problem.

Smart transportation is an important part of smart urban areas, and travel characteristics analysis and traffic prediction modeling are the two key technical measures of building smart transportation systems. Although online car-hailing has developed rapidly and has a large number of users, most of the studies on travel characteristics do not focus on online car-hailing, but instead on taxis, buses, metros, and other traditional means of transportation. The traditional univariate variable hybrid time series traffic prediction model based on the autoregressive integrated moving average (ARIMA) ignores other explanatory variables. To fill the research gap on online car-hailing travel characteristics analysis and overcome the shortcomings of the univariate variable hybrid time series traffic prediction model based on ARIMA, based on online car-hailing operational data sets, we analyzed the online car-hailing travel characteristics from multiple dimensions, such as district, time, traffic jams, weather, air quality, and temperature. A traffic prediction method suitable for multivariate variables hybrid time series modeling is proposed in this paper, which uses the maximal information coefficient (MIC) to perform feature selection, and fuses autoregressive integrated moving average with explanatory variable (ARIMAX) and long short-term memory (LSTM) for data regression. The effectiveness of the proposed multivariate variables hybrid time series traffic prediction model was verified on the online car-hailing operational data sets.