Improving Engagement with Marketing Communications — Data Science Approach
How to improve click through rates of marketing communication to an existing customer, knowing their historical click and purchasing history Solution 1: user-level Affinity model — At a certain point in time, predict the likelihood that the user will engage (open email and/or purchase) with a certain product Problems with Solution 1: separate model for each category/product, separate model for purchase vs. click
Improving Engagement with Marketing Communications — Data Science Approach How to improve click through rates of marketing communication to an existing customer, knowing their historical click and purchasing history Solution 1: user-level Affinity model — At a certain point in time, predict the likelihood that the user will engage (open email and/or purchase) with a certain product Problems with Solution 1: separate model for each category/product, separate model for purchase vs. click data-science
Improving Engagement Marketing Communications — Data Science Approach improve click rate marketing communication existing customer knowing historical click purchasing history Solution 1 userlevel Affinity model — certain point time predict likelihood user engage open email andor purchase certain product Problems Solution 1 separate model categoryproduct separate model purchase v click datascience