I'm working on a classification model aimed at identifying if behavioral activity within an account (b2b - one account, many contacts) can predict or not an opportunity generation ( a salesperson triggering a negotiation).

I have the following data aggregated per opportunity/period of time:

  • One record for each opportunity (positive case) generated in the previous 12M period (rolling), with the behavioral activity in the preceding 6 months happened before the opportunity generation date (if any)

  • One record for each week/account combination (negative case) in the previous 12M period (rolling), with the behavioral activity in the preceding 6 months happened before Sunday of that week. IF an opportunity was generated on that Sunday, then no record is generated for the account.

So typically a record would consist of a specific opportunity id and the behavioral data for that account in the previous 6 months OR the behavioral activity in the 6 months period for an account in each week of the previous 12 months. something like:

Accout   Opp week   day    N_interactions_Content_X_previous6M
    123   1   52    Monday 34 
    123   0   52    Sunday 36
    234   0   52    Sunday 56

My question is with regard to the records where an opportunity exists BUT no Interactions are present in the previous 6 months. So positive cases where all the behavioral variable are set to 0 (all the variables) but a positive case generated (maybe because it was a stand-alone effort of the salesperson - which is not tracked in the systems)

The amount of these positive cases is almost 40% the number of positive cases WITH interactions.

I'm questioning if providing a set of records with all variables set to 0 but representing a positive case would contaminate the learning process of the model (the model would learn that when all variable are set to 0 there is a random chance to have positive cases generated)

Should I exclude these data? There is no Sales data in our systems so can't be added to the model. Does anyone know literature about how to manage these "positive empty" records?


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