AWS Certified Machine Learning – Specialty — Question 16

A Marketing Manager at a pet insurance company plans to launch a targeted marketing campaign on social media to acquire new customers. Currently, the company has the following data in Amazon Aurora:
✑ Profiles for all past and existing customers
✑ Profiles for all past and existing insured pets
✑ Policy-level information
✑ Premiums received
✑ Claims paid
What steps should be taken to implement a machine learning model to identify potential new customers on social media?

Answer options

• A. Use regression on customer profile data to understand key characteristics of consumer segments. Find similar profiles on social media
• B. Use clustering on customer profile data to understand key characteristics of consumer segments. Find similar profiles on social media
• C. Use a recommendation engine on customer profile data to understand key characteristics of consumer segments. Find similar profiles on social media.
• D. Use a decision tree classifier engine on customer profile data to understand key characteristics of consumer segments. Find similar profiles on social media.

Correct answer: B

Explanation

The correct answer is B because clustering is effective for grouping similar customer profiles, which helps in identifying potential new customers with similar characteristics on social media. Regression, recommendation engines, and decision trees do not focus on grouping or segmenting data, which is critical for this marketing objective.