Hands-On Data Science for Marketing

Predicting the Likelihood of Marketing Engagement

In this chapter, we are going to expand the knowledge we gained from the previous chapter and the customer analytics exercise we conducted in Chapter 7, Exploratory Analysis for Customer Behavior. For successful and more intelligent marketing strategies, we cannot stop at analyzing customer data. With the advanced technology in data science and machine learning, we can now make intelligent guesses and estimates on customers' future behaviors, such as what types of customers are more likely to engage with marketing efforts, the amount of purchases that customers are likely to make, or which customers are likely to churn. These predictions or intelligent guesses that are built based on historical ...