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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

Class Imbalanced Data


Class imbalance is the most common problem that a data scientist can encounter. Most real-world classification tasks involve classifying data, where one class or multiple classes are over-represented. This is called class imbalance. Common examples where class-imbalanced data is encountered is in fraud detection, anti-money laundering, spam detection, and cancer detection.

Exercise 47: Performing Classification on Imbalanced Data

For this exercise, we are going to use the mammography dataset from UCI. The dataset contains some attributes of patients, using which we need to build a model that can predict whether a patient will have cancer (that is, a malignant outcome, indicated by 1) or not (that is, a benign outcome, indicated by −1). 70% of the dataset has benign outcomes; hence, it is a highly imbalanced dataset. In this exercise, we will observe how imbalanced data affects the performance of a model:

  1. Import fetch_datasets, pandas, RandomForestClassifier, train_test_split...

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