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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

Evaluating classification models

When developing predictive models, it is important to know how to evaluate those models. In this section, we are going to discuss five different ways to evaluate the performance of classification models. The first metric that can be used to measure prediction performance is accuracy. Accuracy is simply the percentage of correct predictions out of all predictions, as shown in the following formula:

The second metric that is commonly used for classification problems is precision. Precision is defined as the number of true positives divided by the total number of true positives and false positives. True positives are cases where the model correctly predicted as positive, while false positives are cases where the model was predicted as positive, but the true label was negative. The formula looks as follows:

Along with precision, recall is also commonly...

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