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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

Different Methods of Clustering


k-means is a useful clustering algorithm because it is simple, widely applicable, and scales very well to large datasets. However, it is not the only clustering algorithm available. Each clustering algorithm has its own strengths and weaknesses, so it’s often worth having more than one in your toolkit. We’ll look at some of the other popular clustering algorithms in this section.

Mean-Shift Clustering

Mean-shift clustering is an interesting algorithm in contrast to the k-means algorithm because unlike k-means, it does not require you to specify the number of clusters. Mean-shift clustering works by starting at each data point and shifting the data points toward the area of greatest density. When all of the data points have found their local density peak, the algorithm is complete. This tends to be computationally expensive, so this method does not scale well to large datasets (k-means clustering, on the other hand, scales very well). The following diagram illustrates...

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