Hearst Magazines regularly sends email to its customer base to present them with new offers, provide them information about different publications as well as to tackle different account management tasks. The email channel strategy needs to be well thought out as the recipient’s response depends on the relevance of the content, timing of the message as well as the frequency of the message.
This year’s analytics challenge involves predicting a recipient’s response to email solicitations.
Participants will be provided with the following historical information:
• Response behavior of individuals to email campaigns
• Demographics for the individuals
• Details about the nature and timing of the email campaigns
They will be required to use this information to develop model(s) that predict
(a) whether a recipient will open an email and
(b) whether they will click the link provided in the email.
The models will be evaluated over a hold out sample to determine the winners of the competition.