Predictive Modeling for Fundraising Campaigns (Customer Re-activation)
Nov 2023 - Dec 2023 (2 months)
Built a scoring model to prioritize inactive customers for direct-mail campaigns, integrating customer, transaction, and campaign data with RFM and behavioral features. Evaluated classification models (AUC, lift, cumulative response) and delivered a scored customer list with ROI-focused targeting recommendations to improve campaign efficiency.