Welcome back to our retail case study example for campaign and marketing analytics. So far in this case study, we were working on a classification problem to identify customers with a higher likelihood to purchase products from the campaign catalogues. In the last article on model selection, we noticed that artificial neural networks performed better than logistic regression, and decision tree
Model Selection This is a continuation of our retail case study example for campaign and marketing analytics. In the previous two parts, we discussed a couple of decision tree algorithms (CART and C4.5) for classification. Recall a previous case study example on banking and risk management where we discussed logistic regression which is another approach to solving classification
This article is a continuation of the retail case study example we have been working on for the last few weeks. You can find the previous parts of the case study example at the following links: Part 1: Introduction Part 2: Problem Definition Part 3: EDA Part 4: Association Analysis Part 5: Decision Tree (CART) If you recall from
At IIM Lucknow For the last few days, I was at IIM Lucknow as a guest faculty to give lecture sessions on ‘Data Science, and Marketing Analytics‘ to their MBA students. It was an interesting experience to interact with young minds that will influence the future course of the business world. It was equally interesting for me to communicate the excitement I
This article is a continuation of the retail case study example we have been working on for the last few weeks. You can find the previous 4 parts of the case at the following links: Part 1: Introduction Part 2: Problem Definition Part 3: EDA Part 4: Association Analysis In this article, we will discuss a type of decision tree
KNIME I am a huge fan of open source software because I believe they democratize the playing field and promote creativity. I am always on a lookout for open source software for predictive analytics and data mining. KNIME, the Konstanz Information Miner, is one of the best open source software for data mining, analytics, reporting and
This is a continuation of the case study example of marketing analytics we have been discussing for the last few articles. You can find the previous parts at the following links ( Part 1, Part 2, and Part 3). In the last part, we discussed exploratory data analysis (EDA: Part 3). In this article we will talk about association analysis, a helpful technique
For the last couple of weeks we have been working on a marketing analytics case study example (read Part 1 and Part 2). In the last part (Part 2) we defined a couple of advanced analytics objectives based on the business problem at an online retail company called DresSmart Inc. In this part, we will perform some
Last week we started a case study from the online retail industry to learn more about marketing analytics (Read Part 1). Before we continue with the same case, let me share a few factors that enhance the quality of analysis for marketing or customer analytics. The obvious factors, of course, are the analysts’ inclination &
Today we are going to start a new case study example on YOU CANalytics. In this case study example, we will examine different facets of marketing analytics and customer relationship management (CRM). We will use the example of online retail to explore more about marketing analytics – an area of huge interest. However, the learning