Hands-On Data Science for Marketing

Engagement rates by offer type and vehicle class

In the previous section, we have learned that Renewal Offer Type 2 worked best for the customers. The marketers can benefit from this information itself, as this finding provides a useful insight into which type of offer worked best and had the highest response rate from customers. However, we can gain more insights on how different customers with different backgrounds or characteristics react differently to each offer types. In this section, we will show an example of what you can do as a marketer to understand how customers with different attributes respond differently to different marketing messages.

Let's see whether there is any noticeable difference in the response rates for each offer ...