Predição de comportamento de usuários oriundos do marketing digital por meio de redes neurais artificiais e aprendizado supervisionado

Abstract

Success in attracting customers using marketing techniques creates a billionare problem wich is one of the most difficult that is selecting among the many prospects, which are more likely to become a customer. This work uses artificial neural networks to analyze the dataset generated from digital marketig techniques and classify which prospects have a greater chance to become a customer and which ones should be discarded. The Neural Network scores approximately 70% of cases among 3,541 records processed.