Processo interdisciplinar de análise e classificação de dados: um estudo de caso em e-mail marketing.

Abstract

Solutions with Machine Learning are too often reduced to pure math and stats. But the information required for the solution comes from professionals from the context of the collected data, those with expertise in the environment where the solution is applied, and from computer scientists. This work suggests the combination of the different core competences and an interdisciplinary approach to achieve the best possible result. The proposed process will then be applied in a filed study of e-mail marketing. The result of the process application is a combination of increased visibility, retention of subscribers, and maximization of return. Marketing studies reveal the increase in the outcome with increased frequency and personalization of messages, while ethics and sociology measure the perception of invasion of privacy with increasing inappropriate personalization.