Study on customer behavior analysis using machine learning
Pokrovskii, Maksim (2021)
Pokrovskii, Maksim
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061716295
https://urn.fi/URN:NBN:fi:amk-2021061716295
Tiivistelmä
Machine Learning and Artificial Intelligence have become an important part of many businesses. Digital Marketing has also benefited from modern Machine Learning techniques.
The objective of this thesis was to draw for a reader the landscape of modern marketing and Machine Learning worlds and discuss how Machine Learning can solve the problem of predicting customer behavior. Due to the complexity of both Digital Marketing and Machine Learning, the thesis starts with a brief introduction into them separately and then step by step introduces the problems in marketing that can be solved with Machine Learning. Customer behavior analysis is one of such problems that is successfully solved by Machine Learning algorithms.
A Machine Learning algorithm is created to show a real case scenario. The outcome of this thesis gives systematic knowledge to an IT expert on the application of ML for marketing. A marketing expert gains up-to-date knowledge in digital trends, Machine Learning, and algorithms. The Machine Learning algorithm in this thesis can be used by any small business or a marketing department as the first step into applied Machine Learning.
The objective of this thesis was to draw for a reader the landscape of modern marketing and Machine Learning worlds and discuss how Machine Learning can solve the problem of predicting customer behavior. Due to the complexity of both Digital Marketing and Machine Learning, the thesis starts with a brief introduction into them separately and then step by step introduces the problems in marketing that can be solved with Machine Learning. Customer behavior analysis is one of such problems that is successfully solved by Machine Learning algorithms.
A Machine Learning algorithm is created to show a real case scenario. The outcome of this thesis gives systematic knowledge to an IT expert on the application of ML for marketing. A marketing expert gains up-to-date knowledge in digital trends, Machine Learning, and algorithms. The Machine Learning algorithm in this thesis can be used by any small business or a marketing department as the first step into applied Machine Learning.