Modeling time to open of electronic communications

Abstract

The present disclosure relates applying a survival analysis to model when a particular recipient will view an electronic message. For example, one or more embodiments train a survivor function to model the time that will elapse, on a continuous scale, before a recipient will open an electronic message. For example, one or more embodiments involve accessing analytics training data and extracting a first set of features affecting the time that elapsed before past recipients opened an electronic message and a second set of features affecting whether the recipients opened the electronic message at all. The system then generates a mixture model modified survivor function and determines the effect of each feature set on its corresponding outcome to learn parameters for the mixture model modified survivor function.