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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

Summary


Data processing and wrangling is the initial, and a very important, part of the data science pipeline. It is generally helpful if people preparing data have some domain knowledge about the data, since that will help them stop at the right processing point and use their intuition to build the pipeline better and more quickly. Data processing also requires coming up with innovative solutions and hacks.

In this chapter, you learned how to structure large datasets by arranging them in a tabular form. Then, we got this tabular data into pandas and distributed it between the right columns. Once we were sure that our data was arranged correctly, we combined it with other data sources. We also got rid of duplicates and needless columns, and finally, dealt with missing data. After performing these steps, our data was made ready for analysis and could be put into a data science pipeline directly.

In the next chapter, we will deepen our understanding of pandas and talk about reshaping and analyzing DataFrames for better visualizations and summarizing data. We will also see how to directly solve generic business-critical problems efficiently.

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