Comparative Performance Analysis of Boosting Ensemble Learning Models for Optimizing Marketing Promotion Strategy Classification
Journal Title: Engineering and Technology Journal - Year 2025, Vol 10, Issue 05
Abstract
This study evaluates the performance of four boosting algorithms in ensemble learning, namely AdaBoost, Gradient Boosting, XGBoost, and CatBoost, for optimizing the classification of marketing promotion strategies. The rise of digitalization has driven the use of machine learning to understand consumer behavior better and enhance the effectiveness of promotional campaigns. Using the Marketing Promotion Campaign Uplift Modeling dataset from Kaggle, this study examines the capabilities of each algorithm in handling complex and imbalanced customer data. The evaluation metrics include accuracy, precision, recall, F1-score, and Area Under the Curve (AUC). Results indicate that XGBoost excels in precision, while Gradient Boosting achieves the highest AUC value, demonstrating superior ability in distinguishing positive and negative classes. CatBoost provides stable performance with categorical data, whereas AdaBoost shows strength in recall but is prone to false-positive predictions. Although all four algorithms exhibit good performance, the main challenge lies in addressing class imbalance. This study offers insights for marketing practitioners in selecting the most suitable algorithm and highlights the importance of data-balancing strategies to improve predictive accuracy in data-driven marketing
Authors and Affiliations
Imam Husni Al Amin , Fatkhul Amin , Setyawan Wibisono,
Keywords
Related Articles
- EP ID EP765876
- DOI 10.47191/etj/v10i05.19
- Views 19
- Downloads 0
The Future of Solar Investments in MOROCCO
The future of solar investments in Morocco looks bright, thanks to the country's significant solar capacity and favorable geographic conditions. This study offers a thorough examination of the potential for solar energy...
Email Spam Classification Based on Logistics Regression
Email is a common communication tool used by both individuals and organizations. It involves a variety of interactions, including file sharing. In addition to the advantages it provides, there is the uninvited email shar...
Mobile-Based Marketing Application for Coffee Beans and Ground Coffee at Andatu Store
Andatu Store, located in Danau Rata Village, Kisam Tinggi District, Ogan Komering Ulu Selatan Regency, is a single store that sells coffee beans and ground coffee from various selected types. Andatu Store faces several c...
Second Version on the Product Color Variation Management using Artificial Intelligence
This research explores using artificial intelligence (AI) for managing color variations in products to boost market performance by optimizing product aesthetics and aligning with consumer preferences. The study investiga...
Effect of Microwaves on Product Characteristics Biodiesel Products from Soybean Oil
Biodiesel is made through a transesterification reaction between vegetable oil and short chain alcohol with a NaOH catalyst and microwaves. This research uses soybean oil as raw material, aiming to determine the microwav...