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Regular version of the site

Student
Title
Supervisor
Faculty
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)
2018
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.

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