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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

Summary


In this chapter, you learnt how to perform classification using some of the most commonly used algorithms. You also understood the advantage and disadvantage of each algorithm. You also learned in depth how a tree-based model works.

You got to grips with why the pre-processing of data using techniques such as standardization is necessary, and implemented various fine-tuning techniques for optimizing a machine learning model. You were able to choose the right performance metrics for your classification problems and explored the concept behind the confusion matrix. You also learned how to compare different models and choose the best performing models.

In the next chapter, you will learn about multi-classification problems and how to tackle imbalanced data.

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