KALP, Helena. From Customer Value to Campaign Response: An Explainable Marketing Analytics Framework Using UK Online Retail and Portuguese Bank Marketing Data. Aureum Academic Journal, [S. l.], v. 2, n. 3, p. 19–32, 2025. DOI: 10.48161/aaj.v2n3a91. Disponível em: https://aureumjournal.com/index.php/AAJ/article/view/91. Acesso em: 3 nov. 2026.