商品敘述：

VMW is a leader in software virtualization with approximately USD 6.5 billion annual revenue. VMW sells Workstation that can be bought online (store.vmware.com) and is used for running Mac on Windows. Workstation forms a significant portion of store revenues and most of it is bought online. There is rich digital/clickstream data for the visitors which can be combined with their past purchase history and other offline features as well. The business would like to increase sales of the product by targeting the right customers and needs a propensity model to be built using machine learning that can target the right set of customers. Michael Butler, the WW head of the store wants to leverage Parag''s data sciences team to help him target the right workstation prospects that visit the store. A business conversation between Michael and Parag is followed by a technical discussion between Ravi, the data scientist and Parag. The following are the key questions that Ravi seeks to answer: -Cross-validation and evaluation in the context of huge imbalance in the data -Feature selection techniques -Communicating internal results such as lift curves back to the business -Different modeling approaches that can be followed -Interpreting the results for business decision making

涵蓋領域：

Statistical analysis;Organizational learning;Digital marketing;Customer relationship management;Information systems;Algorithms

相關資料：

, (IMB622), 14p, by Kiran R, Arunabha Mukhopadhyay, Dinesh Kumar Unnikrishnan

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