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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

Setting up the R environment

For those of you who are planning to use the R language for the upcoming exercises and projects, we will discuss how to get your R environment ready for data science and machine learning tasks in this book. We will start by installing R and RStudio and then build a simple logistic regression model using R to familiarize ourselves with R for data science.

Installing R and RStudio

Along with Python, R is one of the most frequently used languages for data science and machine learning. The fact that it is very easy to use, and that there is a large number of R libraries for machine learning, attracts many data scientists. In order to use this language, you will need to download it from the following...

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