Safa Binte Ayaz

• This thesis investigates the efficacy of four machine learning algorithms, namely linear regression, decision tree, random forest and neural network in the task of lead scoring. Specifically, the study evaluates the performance of these algorithms using datasets without sampling and with random under-sampling and over-sampling using SMOTE. The performance of each algorithm is measure using various performance metrics, including accuracy, AUC-ROC, specificity, sensitivity, precision, recall, F1 score, and G-mean. The results indicate that models trained on the dataset without sampling achieved higher accuracy than those trained on the dataset with either random under-sampling or random over-sampling using SMOTE. However, the neural network demonstrated remarkable results on each dataset compared to the other algorithms. These findings provide valuable insights into the effectiveness of machine learning algorithms for lead scoring tasks, particularly when using different sampling techniques. The findings of this study can aid lead management practices in selecting the most suitable algorithm and sampling technique for their needs. Furthermore, the study contributes to the literature by providing a comprehensive evaluation of the performance of machine learning algorithms for lead scoring tasks. This thesis has practical implications for businesses looking to improve their lead management practices, and future research could extend the analysis to other machine learning algorithms or more extensive datasets.