Predictive Analytics: Predicting Responses to Marketing Campaigns

Skillsoft issued completion badges are earned based on viewing the percentage required or receiving a passing score when assessment is required. While growth has become a primary driver of business valuations and key performance indicators for executives, a renewed emphasis on profitability has led to greater attention being placed on cost-effective, tailored strategies for customer acquisition. This makes predicting the likely response of a prospect to a marketing campaign an increasingly important skill. Discover how to predict the purchase intention of shoppers on e-commerce websites, beginning with cleaning the data and then exploring it for patterns using heatmaps and correlation analysis. Next, perform classification analysis to predict whether a shopper will purchase something. Then, explore different evaluation metrics such as the confusion matrix, recall, precision, and the F1-score. Finally, you will predict whether a specific user responded to a marketing campaign and use feature selection to optimize the number of explanatory variables used in the process.