The wide variety of communication channels through which advertising campaigns can reach consumers, has made it crucial for marketing specialists to use predictive tools to identify the most effective strategies for budget optimization. This presentation will discuss Marketing Attribution Models based on neural networks, specifically utilizing LSTM architecture. This approach integrates historical customer data to predict conversion rates and determine the most relevant channels for business decisions, enhanced by attention mechanisms. Additionally, an Encoder-Decoder framework is proposed as a modification to the original architecture.

Se realizará de manera bimodal en el miniauditorio del CIMPA y mediante la plataforma de zoom con la siguiente información:

ID: 821 3357 8252

Acceso: CIMPA

Bach. Alexa Sánchez