Statistical analysis of selected marketing database

Elizaveta Ushakova

Diplomová práce

Abstract:

The growth of business models based on the collecting and processing of data arrays - "Big Data" - has been fuelled by the global expansion of Internet access and a multiple rise in computer capacity. Companies can give consumers solutions suited to their particular requirements and feedback thanks to advances in data mining and machine learning. Marketing attribution is one of the strategies for utilizing big data technology in marketing. The term "attribution model" is defined in this study. A statistical analysis of the marketing database is performed, as well as a comparison of typical attribution models, to determine which channels have the highest conversion probability. Research showed that traditional attribution methods and the Markov chain model indicated considerable disparities in the analysis. On the basis of the evaluation, recommendations are made for the use of models in certain situations. There are also suggestions for using analytics system indications to develop your own attribution model.

Keywords

Big Data, data-driven decision making, attribution models, online marketing, customer journey, omni-channel marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2022

Obhajoba závěrečné práce

• Vedoucí: Ing. Tomáš Hlavsa, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management