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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 2. Data Exploration and Visualization FREE CHAPTER 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

Creating a Data Science Pipeline


OSEMN is one of the most common data science pipelines used for approaching any kind of data science problem. It's pronounced awesome.

OSEMN stands for the following:

  1. Obtaining the data, which can be from any source, structured, unstructured, or semi-structured.

  2. Scrubbing the data, which is getting your hands dirty and cleaning the data, which can involve renaming columns and imputing missing values.

  3. Exploring the data to find out the relationships between each of the variables. Searching for any correlation among the variables. Finding the relationship between the explanatory variables and the response variable.

  4. Modeling the data, which can include prediction, forecasting, and clustering.

  5. INterpreting the data, which is combining all the analyses and results to draw a conclusion.

Obtaining the Data

This step refers to collecting data. Data can be obtained from a single source or from multiple sources. In the real world, collecting data is not always easy since...

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