August 2024
392 pages
10h 23m
English
You are a data scientist in the marketing team at a bank. The bank is gearing up for its next major marketing campaign. The product to be promoted is not new, and there have been marketing campaigns in the past. Surely, the past campaign’s data can be used to improve the upcoming campaign. A good assumption is that the kind of customers who responded positively to the previous campaign will respond positively again. Therefore, you could analyze the data to identify the customer segments that are likely to respond positively. The constraints are that the output/model should be interpretable by non-technical marketers. The number of segments for the marketing team to act on should be limited. High accuracy ...
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