Phishing attacks aims to steal sensitive information and, unfortunately, are becoming a common practice on the web. Email phishing is one of the most common types of attacks on the web and can have a big impact on individuals and enterprises. There is still a gap in prevention when it comes to detecting phishing emails, as new attacks are usually not detected. The goal of this work was to develop a model capable of identifying phishing emails based on machine learning approaches. The work was performed in collaboration with E-goi, a multi-channel marketing automation company. The data consisted of emails collected from the E-goi servers in the electronic mail format. The problem consisted of a classification problem with unbalanced classes, with the minority class corresponding to the phishing emails and having less than 1% of the total emails. Several models were evaluated after careful data selection and feature extraction based on the email content and the literature regarding these types of problems. Due to the imbalance present in the data, several sampling methods based on under-sampling techniques were tested to see their impact on the model’s ability to detect phishing emails. The final model consisted of a neural network able to detect more than 80% of phishing emails without compromising the remaining emails sent by E-goi clients.

In the digital world, the demand for better interactions between subscribers and companies is growing, creating the need for personalized and individualized experiences. With the exponential growth of email usage over the years, broad flows of campaigns are sent and received by subscribers, which reveals itself to be a problem for both companies and subscribers. In this work, subscribers are segmented by their behaviors and profiles, such as (i) open rates, (ii) click-through rates, (iii) frequency, and (iv) period of interactions with the companies. Different regressions are used: (i) Random Forest Regressor, (ii) Multiple Linear Regression, (iii) K-Neighbors Regressor, and (iv) Support Vector Regressor. All these regressions’ results were aggregated into a final prediction achieved by an ensemble approach, which uses averaging and stacking methods. The use of Long Short-Term Memory is also considered in the presented case. The stacking model obtained the best performance, with an R${}^2$ score of 0.91 and a Mean Absolute Error of 0.204. This allows us to estimate the week’s days with a half-day error difference. This work presents promising results for subscriber segmentation based on profile information for predicting the best period for email marketing. In the future, subscribers can be segmented using the Recency, Frequency and Monetary value, the Lifetime Value, or Stream Clustering approaches that allow more personalized and tailored experiences for subscribers. The latter tracks segments over time without costly recalculations and handles continuous streams of new observations without the necessity to recompile the entire model.

The exponential growth of data in the digital age has led to a significant demand for innovative approaches to assess data in a manner that is both effective and efficient. Machine Learning as a Service (MLaaS) is a category of services that offers considerable potential for organisations to extract valuable insights from their data while reducing the requirement for heavy technical expertise. This article explores the use of MLaaS within the realm of marketing applications. In this study, we provide a comprehensive analysis of MLaaS implementations and their benefits within the domain of marketing. Furthermore, we present a platform that possesses the capability to be customised and expanded to address marketing’s unique requirements. Three modules are introduced: Churn Prediction, One-2-One Product Recommendation, and Send Frequency Prediction. When applied to marketing, the proposed MLaaS system exhibits considerable promise for use in applications such as automated detection of client churn prior to its occurrence, individualised product recommendations, and send time optimisation. Our study revealed that AI-driven campaigns can improve both the Open Rate and Click Rate. This approach has the potential to enhance customer engagement and retention for businesses while enabling well-informed decisions by leveraging insights derived from consumer data. This work contributes to the existing body of research on MLaaS in marketing and offers practical insights for businesses seeking to utilise this approach to enhance their competitive edge in the contemporary data-oriented marketplace.

The growing interest in learning more about consumer behaviors through analytical techniques requires the integration of innovative approaches that relate their needs to strategic marketing procedures. Multimodality and Affective Computing combined a series of robust optimizations for this challenge, implying the complexity of each application. However, the entanglement of different modalities demands new and tailored refinements to enhance adaptability and accuracy in the field. This paper outlines the implementation of a Multimodal Artificial Intelligence methodology with Affective Computing to enhance consumer insights and marketing strategies. The application combines different data modalities, such as textual, visual, and audio inputs, to tackle complex issues in dealing with consumer sentiment. The proposed approach uses advanced preprocessing techniques, including word embeddings, neural networks, and recurrent models, to extract information from diverse modalities. Fusion strategies, such as attention-based and late fusion procedures, are utilized to combine knowledge, facilitating robust sentiment detection. The implementation includes the analysis of real-time customer feedback on social media and product assessments, demonstrating improvements in predicting engagement and shaping consumer behavior. The results underscore the practical viability of the suggested method, promoting progress in multimodal sentiment analysis to extract actionable consumer insights in marketing.