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Posts Tagged ‘Marketing campaigns’

Building decision trees for marketing campaigns

How can the influence of different variables on a target variable be analyzed? In this example, we analyze an engineering college’s fundraising campaign, and build decision trees to help us optimize its efficiency, so as to plan a follow-up snail mail campaign. We also explain how the same technique can be applied to other types of data.

Analyzed data:

The following fundraising campaign variables were made available by an engineering college:

  • Graduation year
  • Department (ex: “Computer Science”)
  • Region (ex: “South East”)
  • Faternity (ex: “Phi Kappa Sigma”)
  • Current employment (ex: “Government”)
  • Degree (ex: “Bachelors”)
  • GPA
  • Email response
  • Amount pledged

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