Blog & Research
Explore my academic work, research contributions, and thoughts on data science.
MSc Data Science & Society Master's Thesis
The Effect of Prominence in Visual Objects to Predict Click-Through Rate in Creatives
Data-Based Decision-Making in Advertising Design
Thesis Defense Presentation
Thesis Defense Presentation
AuthorLaurens M.J. Hendrikx
InstitutionTilburg University
AwardCum Laude, 9.0 Grade
DegreeMSc Data Science & Society
DateDecember 2022
Research Focus
This thesis explores the application of machine learning techniques to predict click-through rates in digital advertising creatives. The research focuses on analyzing visual prominence in advertising objects using advanced predictive modeling approaches including XGBoost, Support Vector Regression, and Ordinary Least Squares methods.