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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

Feature Engineering for Regression


Feature engineering is the process of taking data and transforming it for use in predictions. The idea is to create features that capture aspects of what's important to the outcome of interest. This process requires both data expertise and domain knowledge—you need to know what can be done with the data that you have, as well as knowledge of what might be predictive of the outcome you're interested in.

Once the features are created, they need to be assessed. This can be done by simply looking for relationships between the features and the outcome of interest. Alternatively, you can test how much a feature impacts the performance of a model, to decide whether to include it or not. We will first look at how to transform data to create features, and then how to clean the data of the resulting features to ensure models are trained on high-quality data.

Feature Creation

In order to perform a regression, we first need data to be in a format that allows it. In many...

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