Publicação
Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Han, Qiwei | |
| dc.contributor.author | Simões, Ana Sofia Gomes | |
| dc.date.accessioned | 2022-10-25T13:43:15Z | |
| dc.date.available | 2022-10-25T13:43:15Z | |
| dc.date.issued | 2022-01-20 | |
| dc.date.submitted | 2021-12-17 | |
| dc.description.abstract | Thenon-profitsectorisdependentofspontaneousdonationsmadebyindividualandcompanies. Non-Governmental Organizations (NGOs) do not know how to leverage on data about their donors, which can have a direct effect on an organization’s success. In the present work, the team uses Machine Learning to segment donors and predict their churn probabilityusingdatafromaNGO,tohighlighttheimportanceoftargetedmarketingstrategies.Accordingly, the present study reflects on the advantages of paid advertising on social media in marketing campaigns, and their potential to positively affect the revenue of a non-governmental organization. | pt_PT |
| dc.identifier.tid | 203063899 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/144985 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Machine learning | pt_PT |
| dc.subject | Business analytics | pt_PT |
| dc.subject | Business and data analytics | pt_PT |
| dc.subject | Segmentation | pt_PT |
| dc.subject | Non profit organizations | pt_PT |
| dc.subject | Social media advertising | pt_PT |
| dc.title | Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |