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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

Introduction


In the previous chapter, we saw how to transform data and attributes obtained from raw sources into expected attributes and values through pandas. After structuring data into a tabular form, with each field containing the expected (correct and clean) values, we can say that this data is prepared for further analysis, which involves utilizing the prepared data to solve business problems. To ensure the best outcomes for a project, we need to be clear about the scope of the data, the questions we can address with it, and what problems we can solve with it before we can make any useful inference from the data.

To do that, not only do we need to understand the kind of data we have, but also the way some attributes are related to other attributes, what attributes are useful for us, and how they vary in the data provided. Performing this analysis on data and exploring ways we can use it, is not a straightforward task. We have to perform several initial exploratory tests on our data...

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