Innovative Use of Customer Data for Business Growth

该项目旨在应用和调整最新的机器学习技术，使公司能够利用现有的客户数据来揭示每个客户的购买动机、产品偏好和对营销传播的响应。在市场营销中，一种普遍的做法是将顾客分成广泛的群体，但顾客期望的产品和服务是根据他们的个人需求量身定制的。由于客户数据库的规模和复杂性，这带来了极大的挑战。预期的结果将使澳大利亚公司吸引和留住更多的客户，并更有效地利用他们的营销预算。好处包括装备公司更好地在国内和全球竞争。

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, but 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 will 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.