From this chapter on, we are going to switch gears from conducting analyses on customer behaviors and start discussing how we can use data science for more granular, product-level analytics. There has been increasing interest and demand from various companies, especially among e-commerce businesses, for utilizing data to understand how customers engage and interact with different products. It has also been proven that rigorous product analytics can help businesses to improve user engagements and conversions that ultimately leads to higher profits. In this chapter, we are going to discuss what product analytics is and how it can be employed for different use cases.
Once we familiarize ourselves with the concept of product analytics, we are going to use the Online Retail Data Set from the UCI Machine Learning Repository for our programming exercises. We are going...
