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You're reading from Hands-On Data Science for Marketing Improve your marketing strategies with machine learning using Python and R

Product type Paperback

Published in Mar 2019

Publisher Packt

ISBN-13 9781789346343

Length 464 pages

Edition 1st Edition

Languages

Python

Tools

Keras

Concepts

Data Science

Author (1):

Yoon Hyup Hwang

View More author details

Table of Contents (20) Chapters

Preface

1. Section 1: Introduction and Environment Setup FREE CHAPTER

2. Data Science and Marketing

3. Section 2: Descriptive Versus Explanatory Analysis

4. Key Performance Indicators and Visualizations

5. Drivers behind Marketing Engagement

6. From Engagement to Conversion

7. Section 3: Product Visibility and Marketing

8. Product Analytics

9. Recommending the Right Products

10. Section 4: Personalized Marketing

11. Exploratory Analysis for Customer Behavior

12. Predicting the Likelihood of Marketing Engagement

13. Customer Lifetime Value

14. Data-Driven Customer Segmentation

15. Retaining Customers

16. Section 5: Better Decision Making

17. A/B Testing for Better Marketing Strategy

18. What's Next?

19. Other Books You May Enjoy

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Section 2: Descriptive Versus Explanatory Analysis

In this section, you will learn the Key Performance Indicators (KPIs) that are commonly used in the marketing industry, how to use charting libraries in Python and R to visualize metrics, and how to use machine learning algorithms to understand what drives the successes and failures of marketing campaigns.

This section consists of the following chapters:

Chapter 2, Key Performance Indicators and Visualizations
Chapter 3, Drivers behind Marketing Engagement
Chapter 4, From Engagement to Conversion

The rest of the chapter is locked

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Authors (1)

Yoon Hyup Hwang

Yoon Hyup Hwang is a seasoned data scientist in the marketing and financial sectors with expertise in predictive modeling, machine learning, statistical analysis, and data engineering. He has 8+ years' experience of building numerous machine learning models and data products using Python and R. He holds an MSE in computer and information technology from the University of Pennsylvania and a BA in economics from the University of Chicago. In his spare time, he enjoys practicing various martial arts, snowboarding, and roasting coffee. Born and raised in Busan, South Korea, he currently works in New York and lives in New Jersey with his artist wife, Sunyoung, and a playful dog, Dali (named after Salvador Dali).

See other products by Yoon Hyup Hwang