1.
Online Target Marketing
Predictive Analytics Use Case

2.
A company that uses Google analytics to track its website or
app can determine what types of marketing campaigns
perform well for the business and can create more targeted
campaigns to increase sales and ROI.
Online Target Marketing
Sample Application
Description

3.
Target
Marketing Campaigns
Online Target Marketing
Sample Application

4.
Influencing
Factors
Online Target Marketing
Sample Application
Campaign related information such as Cost Per Click (CPC)
and cost.

5.
KNN Classification is the method used for classifying
numeric data into two or more groups, based on predefined
categories.
• Higher classification accuracy (>=70%) means the results
are reliable and accurate.
• Lower classification accuracy (<70%) means the model
needs to be rebuilt using different input parameters.
Algorithm(s)
Online Target Marketing
Sample Application

6.
Model
Visualisation
Online Target Marketing
Sample Application

7.
Model
Visualisation
Online Target Marketing
Sample Application

8.
Model
Summary
Online Target Marketing
Sample Application

9.
Interpretation
Online Target Marketing
Sample Application

10.
Result
• Likelihood/probability of campaign performance
• Campaign classification based on CPC and cost
Online Target Marketing
Sample Application

11.
Result
Campaign prediction with probability value can be performed
using APPLY functionality shown below
Online Target Marketing
Sample Application

12.
Result
Online Target Marketing
Sample Application

13.
Online Target Marketing
Predictive Analytics Use Case
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Smarten – Online Target Marketing Use Case - 2019