Sellers on E-commerce platform sometimes run big promotions (e.g., discounts or cash
coupons) on particular dates (e.g., Boxing-day Sales, "Black Friday" or "Double 11 (Nov 11th)”, in
order to attract a large number of new buyers. Unfortunately, many of the attracted buyers are
one-time deal hunters, and these promotions may have little long lasting impact on sales. To
alleviate this problem, it is important for sellers to identify who can be converted into repeated
A bank marketing dataset from UCI Machine Learning Repository was adopted for this project (https://archive.ics.uci.edu/ml/datasets/bank+marketing). The dataset is about a Portuguese banking institution with records of direct marketing campaign phone calls, and the final outcomes indicating whether success campaigns are also included in a binary format (yes/no). A success campaign indicates the customer has finally subscribed a term deposit at the end of the campaign.
Prof. Galit Shmueli, Institute of Service Science, College of Technology Management, National Tsing Hua University, 101 Kuang Fu Road Sec. 2, Hsinchu 30013 Taiwan
