Affiliate marketing has become a rapidly growing part of the digital marketing sector. However, fraud in affiliate marketing raises a serious threat to the trust and financial stability of the involved parties. This thesis investigates the performance of three supervised machine learning algorithms - random forest, logistic regression, and support vector machine in detecting fraud in affiliate marketing. The objective is to answer the following main research question by answering two sub-questions: How much can Random Forest, Logistic Regression, and Support Vector Machine contribute to the detection of fraud in affiliate marketing? 1. How can the models be compared in an experiment? 2. How can they be optimized and applied within an affiliate marketing framework? To answer these questions, a dataset of transaction logs is analyzed in collaboration with an affiliate network company. The machine learning experiment employs k-fold crossvalidation and the Area Under the ROC Curve (AUC-ROC) performance metric to evaluate the effectiveness of the classifiers in distinguishing fraudulent from non-fraudulent transactions. The results indicate that the random forest classifier performs best out of the models, achieving the highest mean AUC of 0.7172. Furthermore, using feature importance analysis demonstrates that each feature category had different impact on the performance of the models. It was discovered that the models computes different feature importance meaning that some features displayed greater influence on specific models. By fine-tuning and optimizing the hyperparameters for each model, it is possible to enhance their performance. Despite certain limitations, such as time constraints, data availability, and security restrictions, this study highlights the potential of supervised machine learning algorithms. Particularly random forest showed to how it could be used to improve fraud detection capabilities in affiliate marketing.The insights contribute to closing the knowledge gap in comparing the effectiveness of various classification methods and practical applications for fraud detection.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-219644 |
| Date | January 2023 |
| Creators | Ahlqvist, Oskar |
| Publisher | Stockholms universitet, Institutionen för data- och systemvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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