Chapter 4. Marketing Campaign Planning
In this chapter, we will cover batch analytics using Hadoop. Traditional marketing campaigns which involve direct mailing to the entire customer base are an expensive project for companies. A marketer does not know in advance who is going to respond to a marketing campaign. Generally, the response to a campaign is considered in the form of an action that we expect the recipient to take as the outcome of a campaign. If a campaign fails to evoke the expected or desired response then it is not considered a successful campaign.
In this chapter, we will use Hadoop to perform batch analytics on a customer database to increase the likelihood of customer response in a marketing campaign. We will follow the following steps towards building the solution:
- Understanding of classification as a supervised learning method
- Building a machine learning model using historical response data
- Using the machine learning model in a MapReduce job to generate a list...
