Author Archives: Mária Bohdalová

Mgr. Miriama Křížková, Comenius University Bratislava, Faculty of Mathematics, Physics and Informatics, Department of Mathematical Analysis and Numerical Mathematics, Mlynská dolina F1, 842 48 Bratislava, Slovak Republic, e-mail: miriamakrizkova@gmail.com

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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