Predicting Customer Responses to Marketing Campaigns

Student: Petrukhin Daniil

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2019

The present paper is dedicated to topical issues of predicting customer responses to marketing campaigns. Analysis of the marketing services and prospects of their development is conducted, various types of marketing campaigns are analyzed; the main differences between them are identified; their classification is presented as well. Arguments for using machine learning methods to predict consumer responses to marketing campaigns are provided. Review and analysis of machine learning algorithms are conducted in order to select the most suitable one for the goals of the present research. The main stages of the development of the algorithm and results of its testing on a test dataset are described in a separate chapter. The results of the work might be of interest to both marketing practitioners and an academic community.

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