Publications by authors named "Aysun Kahraman"
Ann Oper Res
January 2022
Article Synopsis
- Machine learning models using big data are being applied in marketing to extract valuable insights from customer data and improve decision-making through better demand forecasting.
- There is limited research on how marketing strategies, particularly advertising, impact demand, highlighting the need for accurate forecasting models in business sustainability.
- This article evaluates various machine learning and deep learning techniques, concluding that Long Short Term Memory (LSTM) provides the best accuracy in predicting demand based on advertising expenses.
