Bibliographic citations
Olivera, L., Sialer, M., Velarde, J. (2020). Aplicación de Data Science para el análisis de una campaña de respuesta directa televisiva de UNICEF Perú [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655986
Olivera, L., Sialer, M., Velarde, J. Aplicación de Data Science para el análisis de una campaña de respuesta directa televisiva de UNICEF Perú [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655986
@misc{renati/1289997,
title = "Aplicación de Data Science para el análisis de una campaña de respuesta directa televisiva de UNICEF Perú",
author = "Velarde Gonzales, Juan José",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research work addresses a novel television campaign deployed by UNICEF Peru to encourage donor affiliation to its Soy Socio program, for the benefit of children in vulnerable situations. Based on the information from the first television promotion campaign, various insights were extracted thanks to the application of data science tools and techniques, to analyze their main results and evaluate the performance of the telephone service provider, as well as the contribution of the television groups hired. In the same way, they sought to recognize the main characteristics of the new associates. The Linear Regression Model was used to project the level of effectiveness based on the volume of calls and donations captured (conversion level) and the days of the campaign. Likewise, the Mean Square Error adjustment method was applied to establish the goodness of the model, finding a positive relationship, although subject to the influence of other exogenous factors. For the construction of the donor profile, the clustering technique was used, which made it possible to recognize and group relevant characteristics of the new associates, so that the institution can more efficiently orient its future campaigns. Finally, various visualizations were developed in line with the objectives of the research, resorting to the knowledge acquired in the courses that make up the data science mention.
This item is licensed under a Creative Commons License