Behaviors and Profit Based Sales Campaign Design

In this paper, we propose a novel profit-based metric for pattern mining. The objective is for companies to maximize their profits by offering the correct assortment of products with high margins in marketing campaigns. Based on the proposed metric, a sales campaign can accurately target/recommend the products that will translate to higher profits for a company to its customers. Moreover, if a sales campaign also considers consumer behaviour like what time consumers want what kinds of products, it can achieve better recommendations that not only benefit the company financially but also increase the satisfaction level of the customers. In addition, we analyze different groups of customers through a segmentation analysis to help a company target customers with significant upside potential. This research seeks to improve the marketing decision-making process to launch effective sales campaigns to target high-value customers.