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Data Analytics for Marketing

You're reading from   Data Analytics for Marketing A practical guide to analyzing marketing data using Python

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Product type Paperback
Published in May 2024
Publisher Packt
ISBN-13 9781803241609
Length 452 pages
Edition 1st Edition
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Author (1):
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Guilherme Diaz-Bérrio Guilherme Diaz-Bérrio
Author Profile Icon Guilherme Diaz-Bérrio
Guilherme Diaz-Bérrio
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Table of Contents (20) Chapters Close

Preface 1. Part 1: Fundamentals of Analytics
2. Chapter 1: What is Marketing Analytics? FREE CHAPTER 3. Chapter 2: Extracting and Exploring Data with Singer and pandas 4. Chapter 3: Design Principles and Presenting Results with Streamlit 5. Chapter 4: Econometrics and Causal Inference with Statsmodels and PyMC 6. Part 2: Planning Ahead
7. Chapter 5: Forecasting with Prophet, ARIMA, and Other Models Using StatsForecast 8. Chapter 6: Anomaly Detection with StatsForecast and PyMC 9. Part 3: Who and What to Target
10. Chapter 7: Customer Insights – Segmentation and RFM 11. Chapter 8: Customer Lifetime Value with PyMC Marketing 12. Chapter 9: Customer Survey Analysis 13. Chapter 10: Conjoint Analysis with pandas and Statsmodels 14. Part 4: Measuring Effectiveness
15. Chapter 11: Multi-Touch Digital Attribution 16. Chapter 12: Media Mix Modeling with PyMC Marketing 17. Chapter 13: Running Experiments with PyMC 18. Index 19. Other Books You May Enjoy

Dealing with common data issues

Make no mistake, you will spend a large chunk of your time cleaning data or dealing with messy data, either dealing with mislabeled data, wrong formats, or missing data, among other issues. In this section, we will go through the most common problems that will affect your modeling efforts. Let’s start with outliers and missing values.

Bill Gates walks into a bar

The classical example of outlier effects is as follows:

“10 men are sitting in a bar. The average income of the 10 men is $50,000. Suddenly, one man walks out and Bill Gates walks in. Now, the average income of the 10 men in the bar is $40 million.”

We touched upon this issue when we discussed the difference between the mean and the median. But how do you deal with it? The easiest way is simply to remove the data point. You essentially ignore it and assume it does not exist. If you are dealing with a lot of data points, this might seem reasonable. But as an analyst...

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