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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

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Product type Paperback
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Length 636 pages
Edition 2nd Edition
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Tools
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Authors (3):
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Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Author Profile Icon Vishwesh Ravi Shrimali
Vishwesh Ravi Shrimali
Mirza Rahim Baig Mirza Rahim Baig
Author Profile Icon Mirza Rahim Baig
Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Author Profile Icon Gururajan Govindan
Gururajan Govindan
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Toc

Table of Contents (11) Chapters Close

Preface
1. Data Preparation and Cleaning 2. Data Exploration and Visualization FREE CHAPTER 3. Unsupervised Learning and Customer Segmentation 4. Evaluating and Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. More Tools and Techniques for Evaluating Regression Models 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Multiclass Classification Algorithms Appendix

Random Forest

The decision tree algorithm that you saw earlier faced the problem of overfitting. Since you fit only one tree on the training data, there is a high chance that the tree will overfit the data without proper pruning. For example, referring to the Amazon sales case study that we discussed at the start of this chapter, if your model learns to focus on the inherent randomness in the data, it will try to use that as a baseline for future predictions. Consider a scenario where out of 100 customers, 90 bought a beard wash, primarily because most of them were males with a beard.

However, your model started thinking that this is not related to gender, so the next time someone logs in during the sale, it will start recommending beard wash, even if that person might be female. Unfortunately, these things are very common but can really harm the business. This is why it is important to treat the overfitting of models. The random forest algorithm reduces variance/overfitting by averaging...

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