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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

Understanding Logistic Regression


Logistic regression is one of the most widely used classification methods, and it works well when data is linearly separable. The objective of logistic regression is to squash the output of linear regression to classes 0 and 1.

Revisiting Linear Regression

In the case of linear regression, our function would be as follows:

Figure 7.2: Equation of linear regression

Here, x refers to the input data, y is the target variable, and θ0 and θ1 are parameters that are learned from the training data.

Also, the cost function in case of linear regression, which is to be minimized is as follows:

Figure 7.3: Linear regression cost function

This works well for continuous data, but the problem arises when we have a target variable that is categorical, such as, 0 or 1. When we try to use linear regression to predict the target variable, we can get a value anywhere between −∞ to +∞, which is not what we need.

Logistic Regression

If a response variable has binary values, the assumptions...

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