Conversion Analytics

Business Objective: To figure out the impact of web advertisements on the conversion of customers

Machine Learning Technique Used:

  1. Decision Tree: To delineate the path of conversion
  2. Neural Network – Multilayer Perceptron (MLP) and Radial Basis Function (RBF): To assess the importance of each of the variables
  3. Logistic Regression: To identify the odds of conversion for the different variables