Identifying the Right Attributes
Given a structured marketing dataset, the first thing you should do is to try and build intuition for the data and create insights. It is also possible to make a call on whether a certain attribute is required for the analysis or not. The insights generated should instinctively agree with the values and there should be no doubts about the quality of the data, its interpretation, or its application for solving the business problems we are interested in. If some values don't make intuitive sense, we must dig deeper into the data, remove outliers, and understand why the attribute has those values. This is important in order to avoid inaccurate model creation, building a model on the wrong data, or the inefficient use of resources.
Before we start with the model creation, we should summarize the attributes in our data and objectively compare them with our business expectations. To quantify business expectations, we generally have target metrics whose relationships...
