Personalized marketing using machine learning at MassMutual

MassMutual defines individuals within 3 distinct behavioral segments in order to determine the appropriate marketing material to mail them.

Customers are divided into one of the three segments of Assured, Aspirational, or Apprehensive utilizing a data product from third-party vendors along with internal data assets. The dataset has a high rate of incomplete matches to our internal data sources, so we reproduce the segments for all unmatched individuals. The models were learned from matched data and applied to unmatched data. To address some class imbalance issues, SMOTE tool was applied. The best model was based on Gradient Boosting algorithm via the xgboost package.

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Event Schedule:

• Doors at 6:15 pm (there will be someone downstairs checking you in)
• Talk begins promptly at 7 pm with Q&A following
• Networking & Drinks!

Food & beverages will be available!

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About our speaker:

Anna Arakelyan holds a PhD in Economics from CUNY Graduate Center and an M.S. and B.S. in Quantitative Economics from Lomonosov Moscow State University. In her doctoral studies she focused on applied econometric analysis of social networks. Currently she is a lead data scientist in the Sales and Marketing domain at Massachusetts Mutual Life Insurance Company. Her areas of expertise are econometrics, statistics and probability, machine learning, causal inference, and design of experiments.

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About Massmutual:

Since 1851, MassMutual’s commitment has always been to help people protect their families, support their communities, and help one another. This is why we want to inspire people to Live Mutual. We’re people helping people.

Ranked No. 93 in the annual FORTUNE ® 500 Ranking (FORTUNE ® Magazine, June 2018) and recognized as a World’s Most Ethical Company by Ethisphere, MassMutual is guided by a single purpose: We help people secure their future and protect the ones they love. As a company owned by our policy owners, we are defined by mutuality and our vision to put customers first. It’s more than our company structure – it’s our way of life. We are a company of people protecting people. Our company exists because people are willing to share risk and resources, and rely on each other when it counts. At MassMutual, we Live Mutual.