Programme
HDIP in Data Analytics for Business
Abstract
This project applies machine learning to predict customer responses to marketing campaigns, aiming to enhance customer engagement and optimise resource allocation. Using a dataset containing demographic, lifestyle, and purchase behaviour data, a Random Forest classifier was developed to identify potential responders to marketing initiatives. The project follows a structured methodology including data exploration, preprocessing, model building, and evaluation. By accurately predicting customer behaviour, businesses can improve campaign targeting, design personalised marketing strategies, and allocate resources more efficiently. The results provide actionable insights to support customer segmentation and strategic decision-making, promoting business growth and customer satisfaction.
Date of Award
2025
Full Publication Date
2025
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Recommended Citation
Enoiu, A.
(2025) Customer Response to Marketing Campaigns. CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.71