Application of Logistic Regression Models in Marketing

Emergence of data science and machine learning have transformed the way marketers today understand client behavior, forecast trends, and optimize marketing campaigns. Among numerous quantitative modelling techniques logistic regression has emerged as a highly valuable analytical approach for addressing modeling and discrimination challenges within the field of marketing. Using an open-source sample dataset from Kaggle this study builds a logistic regression model to train and test for a loyalty program with the objective of optimizing profitability along with market penetration.The study explains the use cases of logistic regression for providing control over targets, measuring market response, and optimizing market spend.