Marketing Analytics

Attribution Modelling Case Study

attribution

A fictional marketing attribution case study for KNC that analyzes multi-channel performance and compares heuristic vs. data-driven models to guide smarter budget allocation.

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Churn Prediction with Tidymodels - Part 1: K-Nearest Neighbors

classification

exploratory data analysis

The first part of the Churn Prediction project explores the customer data set and builds a baseline model using the K-Nearest Neighbors algorithm.

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Churn Prediction with Tidymodels - Part 2: Random Forest

classification

The second part of the Churn Prediction project builds a Random Forest model using that outperforms the baseline model.

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Post-Campaign Sales Analysis with Differences-in-Differences

causal inference

exploratory data analysis

Differences-in-Differences method is used to estimate the causal effect of a marketing campaign on sales.

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Hierarchical Cluster Analysis with Tidymodels on Retail Data

clustering

customer segmentation

exploratory data analysis

Hierarchical Cluster Analysis is conducted on UK-based online retail store data to segment customers based on recency, frequency and monetary metrics.

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Marketing Mix Modeling for Digital vs Offline Media

marketing mix models

An analysis of FourTex’s marketing mix model showing that Facebook and Google drive the strongest website traffic returns, while TV and radio contribute little to this specific performance outcome.

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