vikkieessien / marketing-analysis

Marketing-Analysis

DATA SOURCE:

• I explored features responsible for the ineffective of the marketing campaigns in the dataset.

• The dataset is a CSV file of 2240 observations (customers) with 28 variables related to marketing data. More specifically, the variables provide insights about:

• Customer profiles

• Products purchased

• Campaign success (or failure)

• Channel performance

• The dataset is about an XYZ company that executed recent marketing campaigns, but it was not as effective as they were expected to be.

AIM:

• The aim of this project is to analyze the dataset to understand the problems and propose data-driven solutions, also provide data driven recommendations/suggestions to the company.

Task

Part 1 - Data Exploratory Analysis

• I did data exploratory on the dataset to identify the problems responsible for these ineffective campaigns.

Part 2 - Unsupervised learning

• After the data exploratory analysis, I went further to do customer segmentation with clustering using unsupervised learning.

Part 3 - Supervised learning

• I tested the validating of my model using supervised learning and interesting algorithms using Response: 1 : Customer that responded to the marketing campaigns, 0 : Customer that did not response to the campaign.

Kindly open the notebook from Part 1 to 3 accordingly.