Response modeling by Gene Expression Programming method in single channel and multi channel marketing campaigns

Previously in the first step of this research as an internship with MITACS, the researcher could find a piecewise linear model to approximate the dependent variable. The genetic algorithm was employed to approximate the value of sales, as the dependent variable against changes on marketing efforts, as the independent variables. The outcome became a program that can approximate the actual data with three lines. The suggested program is able to calculate the coordinates of four nodes as well as three slopes and draw the 3-pice linear approximation. The aim of this research is to apply gene expression method to create a predictive modeling and approximation program. This program will be used to model the response curves against marketing efforts in cases of single or multiple marketing channels (independent variables). Due to the novelty of gene expression programming applications, it is anticipated that the output of this research can be presented as one of the first applications of this fantastic scientific method.

Faculty Supervisor:

Dr. Amir Khajepour

Student:

Hossein Ahari

Partner:

Business Intelligence Solutions

Discipline:

Engineering - mechanical

Sector:

Finance, insurance and business

University:

University of Waterloo