Marketing improvement in a Chilean Retail Company using Uplift Modeling with neural networks

Miguel Lopez, Josue Ruiz, Luis Caro, Orietta Nicolis, Billy Peralta

Resultado de la investigación: Contribución a los tipos de informe/libroContribución a la conferenciarevisión exhaustiva

Resumen

Marketing is a strategy that every company must implement today within its global plan both due to the need for external projection and for the achievement of commercial objectives. Currently, personalized marketing is key to the development of a company since it allows a better interaction with potential customers and the margin of loss or error in the direction of promotional campaigns is greatly reduced. One possibility to improve personalized marketing is the prediction of the effectiveness of campaigns to transform users into customers using artificial intelligence, so it is necessary to develop models that allow identifying profiles or segments of people who are more willing to answer positively to a campaign. This task corresponds to uplift modeling that predicts the incremental impact of the application of treatments on a population, which is typically performed using classical models such as the one-model approach, the class transformation approach, and the two-model approach. In this work, the use of multilayer neural networks is proposed to perform uplift modeling in a Chilean online retail company. The results of the proposed model as well as classical uplift modeling techniques are presented. These results indicate that the neuronal model allows an increase of more than 30 % in relation to the area of the Qini curve, while it is competitive in other metrics. As future work, it is planned to model a Siamese neural network with the cost function of uplift modeling directly.

Idioma originalInglés
Título de la publicación alojada2021 40th International Conference of the Chilean Computer Science Society, SCCC 2021
EditorialIEEE Computer Society
ISBN (versión digital)9781665409568
DOI
EstadoPublicada - 2021
Evento40th International Conference of the Chilean Computer Science Society, SCCC 2021 - La Serena, Chile
Duración: 15 nov. 202119 nov. 2021

Serie de la publicación

NombreProceedings - International Conference of the Chilean Computer Science Society, SCCC
Volumen2021-November
ISSN (versión impresa)1522-4902

Conferencia

Conferencia40th International Conference of the Chilean Computer Science Society, SCCC 2021
País/TerritorioChile
CiudadLa Serena
Período15/11/2119/11/21

Áreas temáticas de ASJC Scopus

  • Ingeniería (todo)
  • Informática (todo)

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