MAEVE: An Agnostic Dataset Generator Framework for Predicting Customer Behavior in Digital Marketing

William Filho, William Filho, Seyed Haddadi, Seyed Haddadi, Seyed Haddadi, Julio Reis, Julio Reis

2024

Abstract

Data analysis plays a crucial role in assessing the effectiveness of business strategies. In Digital Marketing, analytical tools predominantly rely on traffic data and trend analysis, focusing on user behaviors and interactions. This study introduces a dataset generation framework to assist marketing professionals in conducting micro-level analyses of individual user responses to digital marketing strategies. The implemented proof of concept demonstrates that the framework can be integrated with enterprise software monitoring applications to ingest logs and, through appropriate configuration, generate comprehensive and valuable datasets. This research centers on the application of the framework for predicting customer behavior. The evaluation examines the extent to which the generated datasets are suitable for training various machine learning (ML) algorithms. The framework has shown promise in producing machine learning-ready datasets that accurately represent complex real-world scenarios.

Paper Citation

in Harvard Style

Filho W., Haddadi S. and Reis J. (2024). MAEVE: An Agnostic Dataset Generator Framework for Predicting Customer Behavior in Digital Marketing. In Proceedings of the 16th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR; ISBN 978-989-758-716-0, SciTePress, pages 433-440. DOI: 10.5220/0013021900003838

in Bibtex Style

@conference{kdir24,
author={William Filho and Seyed Haddadi and Julio Reis},
title={MAEVE: An Agnostic Dataset Generator Framework for Predicting Customer Behavior in Digital Marketing},
booktitle={Proceedings of the 16th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR},
year={2024},
pages={433-440},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013021900003838},
isbn={978-989-758-716-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 16th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR
TI - MAEVE: An Agnostic Dataset Generator Framework for Predicting Customer Behavior in Digital Marketing
SN - 978-989-758-716-0
AU - Filho W.
AU - Haddadi S.
AU - Reis J.
PY - 2024
SP - 433
EP - 440
DO - 10.5220/0013021900003838
PB - SciTePress