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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

Modeling the Data


Modeling the data not only includes building your machine learning model but also selecting important features/columns that will go into your model. This section will be divided into two parts: Feature Selection and Model building.

Feature Selection

Before building our first machine learning model, we have to do some feature selection. Imagine a scenario where you have a large number of columns and you want to perform prediction. Not all the features will have an impact on your prediction model. Having irrelevant features can reduce the accuracy of your model, especially when using algorithms such as linear and logistic regression.

The benefits of feature selection are as follows:

  • Reduces training time: Fewer columns mean less data, which in turn makes the algorithm run more quickly.

  • Reduces overfitting: Removing irrelevant columns makes your algorithm less prone to noise, thereby reducing overfitting.

  • Improves the accuracy: It improves the accuracy of your machine learning...

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