This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, however, customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes is to enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.
|Effective start/end date||24/02/20 → 31/12/22|