Assignment
Watching Four Videos
Downloading the Marketing Campaign datasets
Next,
Before working on the business case asks yourself (and write down the answers) to the following questions:
1. What Business Problem you are trying to solve?
2. Why solving this problem is important?
3. How did you solve this problem?
4. Why would I consider your solution?
Objectives
The goal of this study is to create a customer response model based on past responses to targeted marketing campaigns, in order to predict those customers that are likely to respond to and increase the exchange rate of new campaigns.
I. Step I: Load and prepare data from past marketing campaigns, including recipient attributes (e.g. age, gender, and behavioral attributes such as the usage of products and services, website, etc).
II. Step II: Determine which factors influence the response to market campaigns to improve prediction.
III. Step III: Train and score the customer response model. You need to find the best model.
IV. Step IV: Load data containing potential recipients for new campaigns. Apply the customer response model to identify and target those recipients that are the most likely to respond to the marketing the campaign in the desired way.
Outputs
1. ROC Comparison between all models you used
2. Keep tuning these models to get a better Precision? Recall? ...
3. LIFT CHART: Create a lift chart to evaluate the ability to identify groups with a higher probability to respond to this marketing campaign.
4. Consider using a Cross-validation operator.
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.