Abstract: The increasing use of customer data in digital marketing has created new opportunities for applying machine learning to marketing decisions. This study uses the Predict–Estimate–Explain–Optimize (PEEO) framework. The empirical analysis is conducted on a random sample of 500,000 observations from the Criteo Uplift Prediction Dataset
Stanela Gacova, Cveta Martinovska Bande (2026);
Machine Learning for Predicting and Optimizing User Behavior in Digital Marketing;
International Journal of Scientific and Research Publications (IJSRP)
16(9) (ISSN: 2250-3153),
DOI: http://dx.doi.org/10.29322/IJSRP.16.09.2026.p17719
