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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

Summary

In this chapter, you learned how to perform classification using some of the most commonly used algorithms. After discovering how tree-based models work, you were able to calculate information gain, Gini values, and entropy. You applied these concepts to train decision tree and random forest models on two datasets.

Later in the chapter, you explored why the preprocessing of data using techniques such as standardization is necessary. You implemented various fine-tuning techniques for optimizing a machine learning model. Next, you identified the right performance metrics for your classification problems and visualized performance summaries using a confusion matrix. You also explored other evaluation metrics including precision, recall, F1 score, ROC curve, and the area under the curve.

You implemented these techniques on case studies such as the telecom dataset and customer churn prediction and discovered how similar approaches can be followed in predicting whether a customer...

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