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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

Understanding Regression


Machine learning deals with supervised and unsupervised problems. In unsupervised learning problems, there is no historical data that tells you the correct grouping for data. Therefore, these problems are dealt with by looking at hidden structures in the data and grouping that data based on those hidden structures. This is in contrast with supervised learning problems, wherein historical data that has the correct grouping is available.

Regression is a type of supervised learning. The objective of a regression model is to predict a continuous outcome based on data. This is as opposed to predicting which group a data point belongs to (called classification, which will be covered in Chapter 7, Predicting Customer Churn). Because regression is a supervised learning technique, the model built thus requires past data where the outcome is known, so that it can learn the patterns in the historical data and make predictions about the new data. The following figure illustrates...

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