Search icon CANCEL
Arrow left icon
Explore Products
Best Sellers
New Releases
Books
Videos
Audiobooks
Learning Hub
Conferences
Free Learning
Arrow right icon
Arrow up icon
GO TO TOP
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

Arrow left icon
Product type Paperback
Published in Mar 2019
Publisher
ISBN-13 9781789959413
Length 420 pages
Edition 1st Edition
Languages
Tools
Arrow right icon
Authors (3):
Arrow left icon
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
Arrow right icon
View More author details
Toc

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

Preprocessing Data for Machine Learning Models


Preprocessing data before applying any machine learning model can improve the accuracy of the model to a large extent. Therefore, it is important to preprocess data before applying a machine learning algorithm. Preprocessing data consists of the following methods: Standardization, Scaling, and Normalization

Standardization

Most machine learning algorithms assume that all features are centered at zero and have variance in the same order. In the case of linear models such as logistic and linear regression, some of the parameters used in the objective function assume that all the features are centered around zero and have unit variance. If the values of a feature are much higher than some of the other features, then that feature might dominate the objective function and the estimator may not be able to learn from other features. In such cases, standardization can be used to rescale features such that they have a mean of 0 and variance of 1. The following...

lock icon The rest of the chapter is locked
Register for a free Packt account to unlock a world of extra content!
A free Packt account unlocks extra newsletters, articles, discounted offers, and much more. Start advancing your knowledge today.
Unlock this book and the full library FREE for 7 days
Get unlimited access to 7000+ expert-authored eBooks and videos courses covering every tech area you can think of
Renews at €18.99/month. Cancel anytime