In this article we’ll use the information we can derive from the structure of the data coming from Mailchimp, to craft new variables or features that hopefully will help us optimize our marketing campaigns. We will attempt to achieve the following:

• Figure out a way of identifying the gender of our user
• Segment the e-mails of our users in different categories, for example if an e-mails address is personal or a business address.
• Segment the events of our recipients into different periods of the day.