Essays about: "João Ferreira"

Found 1 essay containing the words João Ferreira.

  1. 1. Evaluating Marketing Initiatives using Explainable Machine Learning : An Alternative to Attribution Models

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : João Ferreira; [2023]
    Keywords : Explainable Machine Learning; Attribution models; Marketing Automation; Search Engine Optimization; A B testing; Definierad maskininlärning; Attributionsmodeller; Automatisering av marknadsföring; Optimering av sökmotor; A B-tester;

    Abstract : Since its inception, Marketing has always needed more clearly defined incrementality, i.e., a measurement of advertisement effectiveness. Nowadays, Marketing is an evergrowing business; within it, Digital Marketing is taking the spotlight. READ MORE