University of Twente Student Theses
Predictive Modelling of Customer Response to Marketing Campaigns
Pavlova, Miglena (2024) Predictive Modelling of Customer Response to Marketing Campaigns.
|
PDF
554kB |
| Abstract: | In today’s data-driven marketing landscape, accurately predicting customer responses to marketing campaigns is critical for optimizing engagement and return on investment (ROI). This study utilizes a Decision Tree (DT) model to identify key factors influencing customer behaviour. Initially, the model achieved a high accuracy of 87.3% but struggled with precision and recall due to class imbalance. By applying a resampling technique, the model’s performance improved significantly, with a recall increase from 44% to 83.1% and an F1-score improvement from 49% to 74.2%. Key influential features identified include how recently a customer made a purchase, the number of days they have been a customer, and the number of previous campaigns they responded to. The study highlights the DT model’s interpretability, making it a practical tool for marketing professionals to improve campaign effectiveness and customer targeting. |
| Item Type: | Essay (Bachelor) |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 54 computer science |
| Programme: | Computer Science BSc (56964) |
| Link to this item: | https://purl.utwente.nl/essays/101228 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page