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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

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Product type Paperback
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Length 636 pages
Edition 2nd Edition
Languages
Tools
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Authors (3):
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Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Author Profile Icon Vishwesh Ravi Shrimali
Vishwesh Ravi Shrimali
Mirza Rahim Baig Mirza Rahim Baig
Author Profile Icon Mirza Rahim Baig
Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Author Profile Icon Gururajan Govindan
Gururajan Govindan
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Toc

Table of Contents (11) Chapters Close

Preface
1. Data Preparation and Cleaning 2. Data Exploration and Visualization FREE CHAPTER 3. Unsupervised Learning and Customer Segmentation 4. Evaluating and Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. More Tools and Techniques for Evaluating Regression Models 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Multiclass Classification Algorithms Appendix

Data Manipulation

Now that we have deconstructed the structure of the pandas DataFrame down to its basics, the remainder of the wrangling tasks, that is, creating new DataFrames, selecting or slicing a DataFrame into its parts, filtering DataFrames for some values, joining different DataFrames, and so on, will become very intuitive. Let's start by selecting and filtering in the following section.

Note

Jupyter notebooks for the code examples listed in this chapter can be found at the following links: https://packt.link/xTvR2 and https://packt.link/PGIzK.

Selecting and Filtering in pandas

If you wanted to access a particular cell in a spreadsheet, you would do so by addressing that cell in the familiar format of (column name, row name). For example, when you call cell A63, A refers to the column and 63 refers to the row. Data is stored similarly in pandas, but as (row name, column name) and we can use the same convention to access cells in a DataFrame.

For example, look...

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