Prepared, cleaned, and explored large-scale datasets to engineer features and build a Propensity Purchase Model with Machine Learning for a smartphone company looking to personalize its marketing efforts across user segments.
- Client’s industry: Smart device Manufacturing
- Sells multiple device models in different segments (release new model in yearly basis)
- Has a large customer base (millions customers in total)
- Carried out a huge number of marketing campaigns (more than 1,000 campaigns per year)
- There are 3 main marketing channels (Email, Push, and SMS)
- Current approach: mass targeting on both pre-launching & post launching phase
- Pain point: Ineffective marketing (low conversion rate)
- Demand: an effective mechanism for customer targeting/marketing planning