Hands-On Data Science for Marketing

Machine learning models

As you may recall, we built a number of machine learning models in this book. For example, in Chapter 8, Predicting the Likelihood of Marketing Engagement, we trained a random forest model to predict how likely each customer is to engage with marketing calls. In Chapter 11, Retaining Customers, we used an artificial neural network (ANN) model to identify which customers are likely to churn from the business. In this section, we will review those machine learning models that we have used in this book:

• Logistic regression: In Chapter 3, Drivers behind Marketing Engagement, we have used a logistic regression model to extract the insights on which factors make customers more likely to engage with marketing campaigns. ...