Predict Campaign Effectiveness for a Leading US-based Marketing Firm

Business Problem: Analyze customer demography data to ensure effectiveness of  email marketing campaign

Our Solution:  With the spread of Social networks, keeping Direct mail campaigns effective  and relevant has become very important. A huge history of direct mail responses were crunched to determine

  1. Who was likely to open a campaign email?
  2. Who would click on product related information from the email?
  3. How well did this pattern match the prospects targeted by the campaign?

Using sophisticated variable reduction techniques like Principal Component Analysis, along with data cleansing & transformation techniques, data was handled efficiently. “Boosting” was done using the classification ensemble tree method. The solution was optimized for execution within a specified time window.

Technology: R2.15.1, RODBC, SQL

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