Business Objectives: Increase sales of products of particular brands.

Business Objectives: Increase sales of products of particular brands.
Understand what drives people to switch from product A to product B.
Definition of Acceptable Solution: Accurate brand switching predictions that can be interpreted by humans and are explainable, so sales and marketing can define/tailor sales/marketing actions based on these insights.
Success Criteria: Management finds the insights provided valuable and actionable. The sales department knows who is likely to switch brands, so they can adjust their inbound- and outbound sales communication. The marketing department knows the profile of the customers likely to switch and the reasons for switching, so they can tailor brand copy to address these switching reasons.
How: GA2M model provides accurate and explainable brand switching predictions. Heatmaps provide insight into the interaction effect of pairs of drivers on the customer’s likelihood of brand switching.
Results:
Brand switching insights.
Prediction of who is likely to switch brand.
Sales recommendations: redistribute calls according to segments to increase sales with X.
Marketing recommendation: change copy of marketing for certain segments.

Business Value

Understanding of different brand switching segments, capturing customers with similar backgrounds and reasons for brand switching.
Increased understanding of reasons why customers switch brands
Higher sales conversion rate due to salespersons calling customers in a specific brand switching segment with a specific sales offer.

Implementation Plan

Work Packages:
Solution Blueprint Customization
Architecture Design
AI Solutions Generation
AI Solution Business Interpretation and Business Implications
Integrate and Deploy Brand Switching AI Solution

Team:
Project manager, business translator, 2 data scientists, 2 data engineers.

Actionable AI requires Explainable AI
Company
Skills
Used technologies
Complexity
Intermediate
Effort Needed
210 man/days
ROI
TBD
Customer
UCB
Industry
Life Sciences
Partner
Omina Technologies
Application Type
Business Intelligence and Predictive analytics
Tech Stack
Python 3.5+, Linux, Docker, Py dev packages: sklearn, pandas, numpy, spark, etc
Learning Path
DataCamp
Github
X
X