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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

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Product type Paperback
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Length 636 pages
Edition 2nd Edition
Languages
Tools
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Authors (3):
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Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Author Profile Icon Vishwesh Ravi Shrimali
Vishwesh Ravi Shrimali
Mirza Rahim Baig Mirza Rahim Baig
Author Profile Icon Mirza Rahim Baig
Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Author Profile Icon Gururajan Govindan
Gururajan Govindan
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Toc

Table of Contents (11) Chapters Close

Preface
1. Data Preparation and Cleaning 2. Data Exploration and Visualization FREE CHAPTER 3. Unsupervised Learning and Customer Segmentation 4. Evaluating and Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. More Tools and Techniques for Evaluating Regression Models 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Multiclass Classification Algorithms Appendix

Modeling the Data

Data modeling, as the name suggests, refers to the process of creating a model that can define the data and can be used to draw conclusions and predictions for new data points. 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. For example, when trying to solve the churn prediction problem, which has a large number of features, feature selection can help in selecting the most relevant features. Those relevant features can then be used to train a model (in the model-building stage) to perform churn prediction.

Feature Selection

Before building our first machine learning model, we have to do some feature selection. Consider a scenario of churn prediction 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...

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