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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

Model Evaluation


When we train our model, we usually split our data into a training and testing datasets. This is to ensure that the model doesn't overfit. Overfitting refers to a phenomena where a model performs very well on the training data, but fails to give good results on testing data, or in other words, the model fails to generalize.

In scikit learn, we have a function known as train_test_split that splits the data into training and testing sets randomly.

When evaluating our model, we start by changing the parameters to improve the accuracy as per our test data. There is a high chance of leaking some of the information from the testing set to our training set if we optimize our parameters using only the testing set data. In order to avoid this, we can split data into three parts—training, testing, and validation sets. However, the disadvantage of this technique is that we will be further reducing our training dataset.

The solution is to use cross-validation. In this process, we do not...

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