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Data Analytics for Marketing

You're reading from   Data Analytics for Marketing A practical guide to analyzing marketing data using Python

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Product type Paperback
Published in May 2024
Publisher Packt
ISBN-13 9781803241609
Length 452 pages
Edition 1st Edition
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Author (1):
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Guilherme Diaz-Bérrio Guilherme Diaz-Bérrio
Author Profile Icon Guilherme Diaz-Bérrio
Guilherme Diaz-Bérrio
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Table of Contents (20) Chapters Close

Preface 1. Part 1: Fundamentals of Analytics
2. Chapter 1: What is Marketing Analytics? FREE CHAPTER 3. Chapter 2: Extracting and Exploring Data with Singer and pandas 4. Chapter 3: Design Principles and Presenting Results with Streamlit 5. Chapter 4: Econometrics and Causal Inference with Statsmodels and PyMC 6. Part 2: Planning Ahead
7. Chapter 5: Forecasting with Prophet, ARIMA, and Other Models Using StatsForecast 8. Chapter 6: Anomaly Detection with StatsForecast and PyMC 9. Part 3: Who and What to Target
10. Chapter 7: Customer Insights – Segmentation and RFM 11. Chapter 8: Customer Lifetime Value with PyMC Marketing 12. Chapter 9: Customer Survey Analysis 13. Chapter 10: Conjoint Analysis with pandas and Statsmodels 14. Part 4: Measuring Effectiveness
15. Chapter 11: Multi-Touch Digital Attribution 16. Chapter 12: Media Mix Modeling with PyMC Marketing 17. Chapter 13: Running Experiments with PyMC 18. Index 19. Other Books You May Enjoy

Summarizing data and EDA

Summarizing data and performing EDA is the first task that you, as an analyst, always need to undertake. It will help you to understand the data you are dealing with and know which techniques are appropriate. But EDA is more than just doing some pivot tables. We need to start with a primer on descriptive statistics.

Primer on descriptive statistics

Data can be qualitative (also known as categorical) or quantitative.

Qualitative data can be nominal when, for example, you have two choices, such as “yes” and “no” or “male” and “female,” but you do not have an implicit hierarchy in it. It can also be ordinal when a hierarchy has been implied, such as “level of education.”

The most common way to describe this type of data is through the use of tabular methods such as frequency distributions or graphical methods with proportions.

When working with statistical models such as linear...

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