Technological university Dublin
Predictive analytics
Machine learning
1
,Table of contents
Introduction ......................................................................................................... 4
1. Predictive Analytics ...................................................................................... 5
2. Machine learning .......................................................................................... 6
2.1 Machine learning methods..................................................................... 7
2.2 Machine learning tasks .......................................................................... 8
Classification and regression ................................................................ 8
Learning associations ............................................................................ 8
Clustering ............................................................................................. 9
3. Machine learning and digital marketing ........................................................ 9
3.1 Applications of machine learning in digital marketing ......................... 10
Customer behaviour analysis.............................................................. 10
Sentiment analysis ............................................................................. 11
Promotion strategies........................................................................... 11
Pricing strategy................................................................................... 12
Customer relationship management .................................................... 12
3.2 Advantage and disadvantage of machine learning applications ......... 12
4. Case study: Airbnb ..................................................................................... 14
In-app message intent classification ................................................... 14
Classifying listing photos .................................................................... 15
Ranking of Experiences ...................................................................... 16
Conclusion ........................................................................................................ 18
References ....................................................................................................... 19
Figure 1: Machine learning methods................................................................... 7
Figure 2: Machine learning for business ........................................................... 10
Figure 3: Airbnb logo ........................................................................................ 14
Figure 4: Airbnb listing photos .......................................................................... 16
2
, Figure 5: Airbnb experiences ............................................................................ 17
3
Predictive analytics
Machine learning
1
,Table of contents
Introduction ......................................................................................................... 4
1. Predictive Analytics ...................................................................................... 5
2. Machine learning .......................................................................................... 6
2.1 Machine learning methods..................................................................... 7
2.2 Machine learning tasks .......................................................................... 8
Classification and regression ................................................................ 8
Learning associations ............................................................................ 8
Clustering ............................................................................................. 9
3. Machine learning and digital marketing ........................................................ 9
3.1 Applications of machine learning in digital marketing ......................... 10
Customer behaviour analysis.............................................................. 10
Sentiment analysis ............................................................................. 11
Promotion strategies........................................................................... 11
Pricing strategy................................................................................... 12
Customer relationship management .................................................... 12
3.2 Advantage and disadvantage of machine learning applications ......... 12
4. Case study: Airbnb ..................................................................................... 14
In-app message intent classification ................................................... 14
Classifying listing photos .................................................................... 15
Ranking of Experiences ...................................................................... 16
Conclusion ........................................................................................................ 18
References ....................................................................................................... 19
Figure 1: Machine learning methods................................................................... 7
Figure 2: Machine learning for business ........................................................... 10
Figure 3: Airbnb logo ........................................................................................ 14
Figure 4: Airbnb listing photos .......................................................................... 16
2
, Figure 5: Airbnb experiences ............................................................................ 17
3
