Buyer Acquisition Predictive Modeling in E-Commerce

Student: Gutman Irina

Supervisor: Valentina Kuskova

Faculty: International laboratory for Applied Network Research

Educational Programme: Applied Statistics with Network Analysis (Master)

Year of Graduation: 2021

Nowadays marketing is one of the most important parts of any company. A lot of efforts are made in order to increase marketing acquisition effectiveness. The main hypothesis of the paper is the following: creation of predictive artificial event for marketing campaigns optimization aims can lead to Google UAC campaigns efficiency growth. Artificial predictive event is developed in this paper and also technical implementation for the daily usage is done. The results of the test of such kind of campaign optimization showed growth in acquisition effectiveness and decrease in acquisition cost which confirm the hypothesis.

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