Direct Marketing

Machine learning for predictive marketing

Predictive modeling for domain experts is a huge step forward towards predictive marketing. How much money can a company earn from a single ad? That’s the first question every company considers before launching a web, TV or print marketing campaign. The 2017 Salesforce report on Marketing showed that 60% of French marketing experts are now using AI tools for product recommendation or market maturity prediction. Tools and techniques to [...]

Marketing campaign performance prediction

Marketing departments spend millions in campaigns, and it is difficult to predict any ROI. Digital Marketing now allows experts to collect large amounts of data which can be analyzed to make actionable decisions and optimize the ROI of Marketing campaigns. This case study is about building a predictive model to identify prospects who will subscribe to a bank term deposit after a direct Marketing campaign. Problems to solve How to assess [...]