Ayala W. 2023 | BASIS Independent Silicon Valley
- Project Title: Real Life Applications of Data Science
- Basis Independent Advisor: Claudia Holloway
- Internship Location: Amazon
- Onsite Mentor: Wenling Ding
For online advertising, people have to bid for an advertising spot in order to market their products (ex: Facebook, Google Advertising, WebFX, etc). However, if the marketing performance/advertising isn’t doing well then the client might stop doing business with the company offering market services (which is called churning), which in turn makes the company lose money. Hence companies try many ways to identify what measures can be taken to retain clients and prevent them from churning, thereby maximizing their revenue/profit. Data science can be a powerful tool for helping companies to prevent churn by identifying at-risk customers, understanding the causes of churn, personalizing retention efforts, and measuring the effectiveness of these efforts. As a result, this allows companies to leverage their data to make better decisions and improve their operations. From this senior project, I plan to show how Data Science can be used in marketing by creating a binary predictive model that can determine how likely a customer is to churn. Because Data Science has revolutionized society in many ways, this topic is significant anyone can use data science in any field provided that they have enough base knowledge in the field. As a result, my project will be focusing on how Data Science can be applied to various fields, specifically marketing.