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Hands-On Data Science for Marketing

You're reading from   Hands-On Data Science for Marketing Improve your marketing strategies with machine learning using Python and R

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Product type Paperback
Published in Mar 2019
Publisher Packt
ISBN-13 9781789346343
Length 464 pages
Edition 1st Edition
Languages
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Author (1):
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Yoon Hyup Hwang Yoon Hyup Hwang
Author Profile Icon Yoon Hyup Hwang
Yoon Hyup Hwang
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Table of Contents (20) Chapters Close

Preface 1. Section 1: Introduction and Environment Setup FREE CHAPTER
2. Data Science and Marketing 3. Section 2: Descriptive Versus Explanatory Analysis
4. Key Performance Indicators and Visualizations 5. Drivers behind Marketing Engagement 6. From Engagement to Conversion 7. Section 3: Product Visibility and Marketing
8. Product Analytics 9. Recommending the Right Products 10. Section 4: Personalized Marketing
11. Exploratory Analysis for Customer Behavior 12. Predicting the Likelihood of Marketing Engagement 13. Customer Lifetime Value 14. Data-Driven Customer Segmentation 15. Retaining Customers 16. Section 5: Better Decision Making
17. A/B Testing for Better Marketing Strategy 18. What's Next? 19. Other Books You May Enjoy

Decision trees and interpretations with R

In this section, you are going to learn how to use the rpart package in R to build decision tree models and interpret the results via visualizations with the R rattle package. For those readers that would like to use Python instead of R for this exercise, you can work through the Python examples in the previous section. We will start this section by analyzing the bank marketing dataset in depth, using the dplyr and ggplot2 libraries, and then we will discuss how to build and interpret decision tree models.

For this exercise, we will be using one of the publicly available datasets from the UCI Machine Learning Repository, which can be found at https://archive.ics.uci.edu/ml/datasets/bank+marketing. You can follow the link and download the data in ZIP format. We will use the bank.zip file for this exercise. When you unzip this file, you...

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