Table 3.

Features explored within unsupervised machine learning

Feature name	Data type	Feature description
Accreditations	Numeric	Count of visits the user made to this page within each session
Apprenticeship	Numeric	Count of visits the user made to this page within each session
Bounces	Binary	Flags if the session was a single page visit only
Contact-us	Numeric	Count of visits the user made to this page within each session
Courses	Numeric	Count of visits the user made to this page within each session
Customised-engineering-trading	Numeric	Count of visits the user made to this page within each session
daysSinceLastSession	Numeric	The number of days a user is returning to the website
Distance	Numeric	The Euclidean distance between the user’s co-ordinates and the company’s co-ordinates (owner of the website)
Engineering-academic-studies	Numeric	Count of visits the user made to this page within each session
Engineering-Trade	Numeric	Count of visits the user made to this page within each session
Hits	Numeric	Represents any action on a webpage that results in data being sent to Google Analytics (such as page clicks, etc.)
Home	Numeric	Count of visits the user made to this page within each session
OrganicSearches	Binary	Flag to indicate if the user organically constructed a search that resulted in landing onto the webpage (a web link was not clicked)
Pageviews	Numeric	The number of instances a page was loaded (or reloaded)
sessionCount	Numeric	An indicator of the nth time the user has accessed the website
SessionDuration	Numeric	The duration of the session (seconds)
Short-courses-skilled-programmes	Numeric	Count of visits the user made to this page within each session
Trade-test-arpl	Numeric	Count of visits the user made to this page within each session
University-of-technology-uot	Numeric	Count of visits the user made to this page within each session