Building Customer Propensity Models
This chapter provides a practical guide for building machine learning models. It focuses on buyer propensity models, showing how to apply the data science process to this business problem. Through a step-by-step guide, this chapter will explain how to apply key concepts and leverage the capabilities of Microsoft Azure Machine Learning for propensity modeling.
The Business Problem
Imagine that you are a marketing manager of a large bike manufacturer. You have to run a mailing campaign to entice more customers to buy your bikes. You have a limited budget and your management wants you to maximize return ...