Author Archives: Mária Bohdalová

doc. RNDr. Mária Bohdalová, PhD., Comenius University Bratislava, Faculty of Management, Department of Quantitative Methods, Odbojárov 10, 82005 Bratislava 25, Slovak Republic, e-mail: maria.bohdalova@fm.uniba.sk

Apr302023

Marketing Science and Inspirations Journal Paper

Short-term and seasonal time series models for online marketing campaigns

Research Paper, Vol 18, Issue 1, 2023By Mária Bohdalová April 30, 2023

The main goal of this paper is to describe and show how to use behavioral modelling of potential customers in online marketing campaigns. In addition to the basic ARMA model for short-term website traffic forecasting, we evaluate the TBATS and Prophet models. Both models comprehensively capture seasonal and holiday fluctuations.

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