Tasks

• Build audience AI clusterization models based on behavior patterns
• Develop models for splitting audience by conversion probability
• Conduct in-depth audience analysis using data from various analytics platforms.

Challenges

Develop models that can optimally allocate budgets and estimate income generated from each marketing channel or advertisement. Additionally, conduct in-depth audience analysis using data obtained from various analytics platforms.

Solutions

• Developed and adapted a multiplicative marketing mix model
• Introduced two models for clustering the audience based on behavioral patterns and dividing the audience by probability of conversion.

Outcomes

• A multiplicative marketing mix model was successfully developed and implemented
• Two clustering models were introduced for more effective audience segmentation and targeting.

Technologies Used