• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Educational Programme
Final Grade
Year of Graduation
Tatiana Suvorina
Data Mining in Marketing: Building Predictive Models for Customer Behavior Analysis, Scoring and Audience Segmentation
Big Data Systems
(Master’s programme)
The work is dedicated to the analysis of web audience data and development of

data-mining algorithms to meet the challenges of the advertisers. Proposed

solutions help marketers to create new strategies based on analysis and structuring

of large datasets. The more company knows about its target audience, the better.

By gauging behaviour and seeing where consumers fall into specific financial and

lifestyle categories, marketers can engage, acquire and retain the right customers.

The problem is that old-fashioned techniques based only on sociodemographic

features are still prevalent. The new methods for user scoring and segmentation

were suggested and proved on real campaigns for clients like Nestle, Ikea,

Danone and others.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses