Discovery Projects - Grant ID: DP200102151

Funding Activity

Website
http://dataportal.arc.gov.au/NCGP/Web/Grant/Grant/DP200102151

Funding Status
Active

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Funded Activity Summary

Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes will enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.

Funded Activity Details

Start Date: 04-05-2020

End Date: 31-03-2024

Funding Scheme: Discovery Projects

Funding Amount: $260,128.00

Funder: Australian Research Council

Research Topics

ANZSRC Field of Research (FoR)

Econometric and Statistical Methods | Marketing Research Methodology | Marketing Communications | Marketing

ANZSRC Socio-Economic Objective (SEO)

Marketing | Wholesale and Retail Trade | Electronic Information Storage and Retrieval Services |

Other Keywords

Econometric and Statistical Methods | Electronic Information Storage and Retrieval Services | Marketing | Marketing Communications | Marketing Research Methodology | Wholesale and Retail Trade

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