The solution architecture for the marketing campaign system is essentially based on a batch process in which several enterprise information systems will participate. The solution has been described in Figure 2. The solution architecture can be divided into two major building blocks as follows:
Building the model: Building the model involves preparing the historical data and using it to build the model. It rarely happens that the historical data is clean enough for consumption by our model-building algorithms. Therefore, building the model also involves the preparation of data beforehand.
Scoring: The scoring process takes the new data for which we want to predict the outcome as input and predicts the value of the outcome. Scoring will tell us whether a person is likely to respond to a folder or not. Therefore, we can send the folders only to those who have a high likelihood of responding to our campaign. This will give us the opportunity to save the...