Why Python?

Python offers a marketing analyst many benefits. First, it is an easy but powerful programming language with a great ecosystem of tools and libraries for data analysis and statistics. Second, as a programming language, it is easily testable, and the code can be made in such a way as to be generalizable and reusable. Do not underestimate this second point. Reusability is a great asset to have. You can reuse them for other datasets or testing purposes, which will massively increase your productivity in the medium to long term. Third, it handles massive amounts of data with modern libraries such as pandas and NumPy. The limit is essentially the physical memory in your machine.

Some of you might wonder, “Why not R?”. It is a matter of personal preference. Most marketing analytics was derived from the field of applied econometrics. R is one of the prime tools in econometrics and statistics. As a language, it was built for statisticians who did not want to learn...