lanynguyen / customer-purchase-propensity-model-python

Prepared, cleaned, and explored large-scale datasets to engineer features and build a Propensity Purchase Model with Machine Learning for a smartphone company looking to personalize its marketing efforts across user segments.

Customer-Purchase-Propensity-Model-Python

Prepared, cleaned, and explored large-scale datasets to engineer features and build a Propensity Purchase Model with Machine Learning for a smartphone company looking to personalize its marketing efforts across user segments.

Business background:

• Client’s industry: Smart device Manufacturing
  • Sells multiple device models in different segments (release new model in yearly basis)
  • Has a large customer base (millions customers in total)
  • Carried out a huge number of marketing campaigns (more than 1,000 campaigns per year)
• There are 3 main marketing channels (Email, Push, and SMS)
• Current approach: mass targeting on both pre-launching & post launching phase
• Pain point: Ineffective marketing (low conversion rate)
• Demand: an effective mechanism for customer targeting/marketing planning