Data Science for Marketing Analytics
DataScienceforMarketingAnalyticscoverseverystageofdataanalytics,fromworkingwitharawdatasettosegmentingapopulationandmodelingdifferentpartsofthepopulationbasedonthesegments.ThebookstartsbyteachingyouhowtousePythonlibraries,suchaspandasandMatplotlib,toreaddatafromPython,manipulateit,andcreateplots,usingbothcategoricalandcontinuousvariables.Then,you'lllearnhowtosegmentapopulationintogroupsandusedifferentclusteringtechniquestoevaluatecustomersegmentation.Asyoumakeyourwaythroughthechapters,you'llexplorewaystoevaluateandselectthebestsegmentationapproach,andgoontocreatealinearregressionmodeloncustomervaluedatatopredictlifetimevalue.Intheconcludingchapters,you'llgainanunderstandingofregressiontechniquesandtoolsforevaluatingregressionmodels,andexplorewaystopredictcustomerchoiceusingclassificationalgorithms.Finally,you'llapplythesetechniquestocreateachurnmodelformodelingcustomerproductchoices.Bytheendofthisbook,youwillbeabletobuildyourownmarketingreportingandinteractivedashboardsolutions.
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