09. Recommendations

Prioritized list of recommendations

Subgroup A

Customer Segmentation model

After evaluating reasons behind customer behaviour of customers in different segment, we can try to develop personalized marketing strategies for customer in different segments.

Analysing impacts of marketing channels and promotional campaigns

To enhance the accuracy and strategic value of the ROI and campaign impact analysis, priority improvements include expanding data collection to include more comprehensive samples, especially from underrepresented channels like SMS and multichannel, to capture a fuller picture of channel performances. Addressing class imbalance with techniques like SMOTE or resampling will yield more reliable predictions, particularly in conversion and engagement metrics. Adding segmentation and customer demographics will improve personalization in marketing strategies, while incorporating seasonal and market trends can provide context-sensitive insights that adapt to consumer behavior shifts. Lastly, using additional evaluation metrics (e.g., precision, recall) alongside accuracy will ensure a well-rounded assessment of model performance, allowing for more precise adjustments to marketing efforts.

Implementation roadmap

Expected impact of each recommendation

Subgroup B

Implementation roadmap

Expected impact of each recommendation