Creating a Predictive Financial Model to Optimize Digital Marketing Budget of SMEs Post COVID-19

With schools closed due to the COVID-19 pandemic, many education outreach companies that offer in-class summer camps are having to pivot to virtual classes to adjust to the new normal. Their main challenge is how and where to spend their marketing budget efficiently to attract new students. They traditionally advertise locally such as in schools or communities which are not available to them now. Therefore, their advertising budgets are moving to digital marketing such as social media and search engines. These companies have to rethink which platforms help them transform their businesses that have been altered by this crisis. Using data science helps them to spend their marketing budget efficiently. Analyzing data gathered from marketing campaigns and social media channels will equip companies with valuable information on why, when, and how their customers engage with their brand.
In this research, by focusing on education companies, we try to create a model to predict customers behaviors and optimize company’s marketing bu

Faculty Supervisor:

Laleh Samarbakhsh


Sara Azadeh;Scott McLean


Genius Camp






Ryerson University



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