Targeted Marketing - Rupayan Banerjee

December 5, 2016

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Algorithms

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To identify the correct target audience for your campaign
: I am sure you have encountered this situation quite a few times. You are bombarded with SMSes, mails and even direct phone call for a product which can be an insurance policy, a credit card or even a flat. Let us suppose every contact costs a certain amount of money. Let us assume that is 1 dollar every contact. The chances that you open and look through these advertisement materials is extremely low. So, as a marketer you would like to lower the cost of these campaigns. Targeted Marketing is the concept behind this. This session would look at doing just that by using one of the most famous datasets that we have in Microsoft; AdventureWorks.