Predictive Analytics: Predicting Responses to Marketing Campaigns

While growth has become a primary driver of business valuations and key performance indicators for executives a renewed emphasis on profitability has led to greater attention being placed on cost-effective tailored strategies for customer acquisition. This makes predicting the likely response of a prospect to a marketing campaign an increasingly important skill. Discover how to predict the purchase intention of shoppers on e-commerce websites beginning with cleaning the data and then exploring it for patterns using heatmaps and correlation analysis. Next perform classification analysis to predict whether a shopper will purchase something. Then explore different evaluation metrics such as the confusion matrix recall precision and the F1-score. Finally you will predict whether a specific user responded to a marketing campaign and use feature selection to optimize the number of explanatory variables used in the process. ?