TARGET IDENTIFICATION USING BIG DATA AND MACHINE LEARNING

A device may obtain, from a collection of data sources, personal information and activity information for a group of individuals. The device may generate profile information by associating the personal information and the activity information for each individual in the group of individuals. The device may determine a set of features capable of being used to train a set of machine learning models by using one or more feature identification techniques to analyze the profile information. The set of features may include generic features and contextualized features associated with the group of individuals. The device may train the set of machine learning models using one or more subsets of features of the set of features. The device may use the set of machine learning models to process a request from a client device for a list of prospective targets for a campaign.