Abstract: Online shopping cart analysis is described. In one or more implementations, a model is built is usable to compute a likelihood of a given customer that leaves an online store with unpurchased items in an online shopping cart will return to purchase those items. To build the model, historical data that describes online store interactions and attributes of unpurchased items in online shopping carts is collected for other customers that have abandoned online shopping carts. Using the model, data collected for a subsequent customer that has abandoned an online shopping cart is input and the likelihood of that customer to return to purchase unpurchased items is returned as output. Based on the computed likelihood, the customer may be associated with different advertising segments that correspond to different marketing strategies. Marketing activities directed to the subsequent customer are thus controllable using the model.