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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics Achieve your marketing goals with the data analytics power of Python

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Product type Paperback
Published in Mar 2019
Publisher
ISBN-13 9781789959413
Length 420 pages
Edition 1st Edition
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Authors (3):
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Tommy Blanchard Tommy Blanchard
Author Profile Icon Tommy Blanchard
Tommy Blanchard
Debasish Behera Debasish Behera
Author Profile Icon Debasish Behera
Debasish Behera
Pranshu Bhatnagar Pranshu Bhatnagar
Author Profile Icon Pranshu Bhatnagar
Pranshu Bhatnagar
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Table of Contents (12) Chapters Close

Data Science for Marketing Analytics
Preface
1. Data Preparation and Cleaning FREE CHAPTER 2. Data Exploration and Visualization 3. Unsupervised Learning: Customer Segmentation 4. Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. Other Regression Techniques and Tools for Evaluation 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Modeling Customer Choice Appendix

Generating Targeted Insights


Once we have identified the KPIs for our analysis, we can proceed to make insights with respect to only those variables that affect the bottom line of the KPIs.

Selecting and Renaming Attributes

After we have explored our attributes, we might feel like the variation in the data for a certain attribute could be understood more clearly if it were focused on individually. As explained in detail in the previous chapter, we can select parts of data in pandas through the following methods:

  • [cols]: This method selects the columns to be displayed.

  • loc[label]: This method selects rows by label or Boolean condition.

  • loc[row_labels, cols]: This method selects rows in row_labels and their values in the cols columns.

  • iloc[location]: This method selects rows by integer location. It can be used to pass a list of row indices, slices, and so on.

For example, we can select Revenue, Quantity, and Gross Profit columns from the United States in the sales DataFrame, as follows:

sales...
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