Prediction of Conversion Rates in Online Marketing - A study of the application of logistic regression for predicting conversion rates in online marketing.
This thesis was written in collaboration with an anonymous European automotive company, Company X, which uses online marketing as a part of their business model. In online marketing it is of inrest to estimate conversion rates, that is the quota of a population at an initial state that will go on to perform a certain action. The action could be, but is not limited to, clicking on an advertisement,
