Identify potential customer
for targeted marketing

This is my capstone project for the Data Star Program.

Introduction and Problem statement

Customer is the most critical aspect of every business and developing marketing strategies to bring in new customers as well as building long-term relationship with existing customers is a common problem for every business. Through analysing existing customers' data such as their purchase preferences, one can gain many insights that could help with developing effective targeted marketing strategy that could save cost and time.

This project involves analysing customer's data to identify whether the existing customer is a potential customer or not in order to optimise advertising for a new product that is launch by company A. Our target variable will be the Potential_Customer column, where 1 is potential customer and 0 is non-potential customer. Only customers classified as 1 will receive advertisements and promotional discount code for the new product.

The analysis comprised of four main stages; understanding of the data, data cleaning, exploratory data analysis (EDA), and classification of customers by building supervised machine learning model.

You can find the full project details and code in my github account by clicking the button below.