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Prospective Customer & Response Using Classification Modelling

Abdul October 27, 2020

A Leading Retail organization

Problem Statement

  • Find look-a-likes of the current successful customer and sell aggressively to qualified leads
  • Identifying responders to marketing campaigns and extend offers to responders

Solution Approach

  • Multisource input data

  • Lasso Regression &  Multivariate Adaptive Regression

  • R Studio & R Shiny


Business Impact

  • 20% improvement in response with respect to existing campaigns

  • Out sample prediction accuracy at 81% along with customer classification model.

Critical Success Factors

  • Value & Risk Based classification
  • Geographical distribution of projects

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