CHAPTER 7

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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 ...

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