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Finance and Banking; Taxation, Accounting and Auditing

November 28, 2025; Cambridge, UK: IX International Scientific and Practical Conference «EDUCATION AND SCIENCE OF TODAY: INTERSECTORAL ISSUES AND DEVELOPMENT OF SCIENCES»


EVALUATION OF THE EFFECTIVENESS OF MARKETING CAMPAIGNS IN BANK DIGITAL CHANNELS: ATTRIBUTION METHODS, A/B TESTING, UPLIFT MODELING


DOI
https://doi.org/10.36074/logos-28.11.2025.005
Published
28.11.2025

Abstract

In the digital era, retail banks increasingly rely on online channels to market products and engage customers. Whether promoting a new credit card, encouraging loan applications, or onboarding users to a mobile banking app, banks invest heavily in digital marketing campaigns.

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