| Feature | Odds Ratio | Effect on Odds | Business Meaning |
|---|---|---|---|
| Unit Price | 1,610,945 | +161,094,380% | Higher unit price dramatically increases odds of success (likely overfit; still signals pricing is key). |
| Sales Amount | 81,610 | +8,160,867% | Larger sales amounts strongly boost campaign success odds. |
| Order Quantity | 10.48 | +948% | Bigger basket sizes increase odds by nearly 10×. |
| Road Helmet | 4.06 | +306% | Helmets sell very well under campaigns. |
| Hybrid Bike | 3.66 | +266% | Strong positive response to hybrid bikes. |
| Unit Cost | 0.000 | -100% | Higher unit cost slashes odds; margin erosion kills success. |
| Total Product Cost | 0.001 | -99.9% | Similar to unit cost — higher product cost reduces odds. |
| Road Bike | 0.25 | -75% | Road bikes underperform in campaigns. |
| Black Friday Campaign | 0.30 | -70% | Black Friday promos hurt odds (likely margin-cutting, low profitability). |
| Apparel Category | 0.33 | -67% | Apparel weakens campaign odds, not a strong revenue driver. |
| Spring Deal Campaign | 1.63 | +63% | Successful — improves odds noticeably. |
| Gender F | 0.41 | -59% | Female segment shows lower odds in current campaigns. |
| Gender M | 0.44 | -56% | Male segment also lower than baseline — may mean other/unclassified buyers are outperforming. |
| Cycling Jersey | 0.49 | -51% | Not a strong driver of profitable campaign outcomes. |
| Bike Lights | 0.52 | -48% | Weak product for driving profitable campaign outcomes. |
| Accessories (Category) | 0.55 | -45% | Accessories underperform versus baseline. |
| Bike Tire | 0.58 | -43% | Similarly underperforms. |
| Holiday Promo Campaign | 0.58 | -42% | Underperforms compared to baseline campaigns. |
| Bike Lock | 0.62 | -38% | Not a strong driver. |
| Gloves | 0.67 | -33% | Negative contribution to success. |
Notes on rounding: Odds Ratios and effects are rounded for readability from your latest model output: UnitPrice OR=1,610,944.803 (effect +161,094,380.3%), SalesAmount OR=81,609.673 (+8,160,867.3%), etc.
- Pricing & basket size dominate. Campaigns are most effective when basket sizes and unit prices are higher → consider premium positioning and bundle design.
- Products to push. Helmets and hybrid bikes are ~3–4× more effective than average (positive odds multipliers).
- Products to avoid. Road bikes and apparel drag performance down (~40–75% odds reduction).
- Campaign strategy. Spring Deal works (+63%), but Black Friday/Holiday promos hurt (~40–70% odds reduction).
- Customer segmentation. Current targeting by gender shows lower odds; explore alternative segments (e.g., income bands, geography, product affinities).
Focus spend where it compounds:
- ✅ Double down on Spring Deal + helmets/hybrid bikes; test premium pricing and bundles to lift basket size.
- ❌ Cut back on Black Friday/Holiday deep-discount tactics and weaker categories (apparel, certain accessories).
- 🎯 Refine targeting toward segments/states with proven margins; use the predictor to screen campaigns pre-launch.
logit_feature_importance.csv— all features (rows: 42)logit_feature_importance_top20.csv— top 20 by |effect| (rows: 20)
Absolute paths from your run:
/Users/veteran/Documents/GA_Class/Capstone/Capstone_github/adventure_works_marketing_capstone/notebooks/logit_feature_importance.csv
/Users/veteran/Documents/GA_Class/Capstone/Capstone_github/adventure_works_marketing_capstone/notebooks/logit_feature_importance_top20.csv