Subscription

Explore Products

Best Sellers

New Releases

Books

Videos

Audiobooks

Learning Hub

Conferences

Free Learning

Hands-On Data Science for Marketing: Improve your marketing strategies with machine learning using Python and R

Yoon Hyup Hwang

$35.99

4.1 (14 Ratings)

eBook Mar 2019 464 pages 1st Edition

Yoon Hyup Hwang

$35.99

4.1 (14 Ratings)

eBook Mar 2019 464 pages 1st Edition

What do you get with eBook?

Instant access to your Digital eBook purchase

Download this book in EPUB and PDF formats

Access this title in our online reader with advanced features

DRM FREE - Read whenever, wherever and however you want

AI Assistant (beta) to help accelerate your learning

View table of contents

Preview Book

Download Code

Key benefits

Understand how data science drives successful marketing campaigns
Use machine learning for better customer engagement, retention, and product recommendations
Extract insights from your data to optimize marketing strategies and increase profitability

Description

Regardless of company size, the adoption of data science and machine learning for marketing has been rising in the industry. With this book, you will learn to implement data science techniques to understand the drivers behind the successes and failures of marketing campaigns. This book is a comprehensive guide to help you understand and predict customer behaviors and create more effectively targeted and personalized marketing strategies. This is a practical guide to performing simple-to-advanced tasks, to extract hidden insights from the data and use them to make smart business decisions. You will understand what drives sales and increases customer engagements for your products. You will learn to implement machine learning to forecast which customers are more likely to engage with the products and have high lifetime value. This book will also show you how to use machine learning techniques to understand different customer segments and recommend the right products for each customer. Apart from learning to gain insights into consumer behavior using exploratory analysis, you will also learn the concept of A/B testing and implement it using Python and R. By the end of this book, you will be experienced enough with various data science and machine learning techniques to run and manage successful marketing campaigns for your business.

Who is this book for?

If you are a marketing professional, data scientist, engineer, or a student keen to learn how to apply data science to marketing, this book is what you need! It will be beneficial to have some basic knowledge of either Python or R to work through the examples. This book will also be beneficial for beginners as it covers basic-to-advanced data science concepts and applications in marketing with real-life examples.

What you will learn

Learn how to compute and visualize marketing KPIs in Python and R
Master what drives successful marketing campaigns with data science
Use machine learning to predict customer engagement and lifetime value
Make product recommendations that customers are most likely to buy
Learn how to use A/B testing for better marketing decision making
Implement machine learning to understand different customer segments

What do you get with eBook?

Instant access to your Digital eBook purchase

Download this book in EPUB and PDF formats

Access this title in our online reader with advanced features

DRM FREE - Read whenever, wherever and however you want

AI Assistant (beta) to help accelerate your learning

Product Details

Publication date : Mar 29, 2019

Length: 464 pages

Edition : 1st

Language : English

ISBN-13 : 9781789348828

Category :

Data

Languages :

Python

Concepts :

Data Science

Tools :

TensorFlow

Frequently bought together

Data Science for Marketing Analytics

Sep 2021 636 pages

4.3 (203)

eBook

$29.99

Hands-On Data Science for Marketing

Mar 2019 464 pages

4.1 (14)

eBook

$35.99

Data Science for Marketing Analytics

Mar 2019 420 pages

2.8 (5)

eBook

$29.99

Total $ 131.97

$38.99

$48.99

$43.99

Total $ 131.97

19 Chapters

Section 1: Introduction and Environment Setup

Data Science and Marketing

Technical requirements

Trends in marketing

Applications of data science in marketing

Setting up the Python environment

Setting up the R environment

Summary

Section 2: Descriptive Versus Explanatory Analysis

Key Performance Indicators and Visualizations

KPIs to measure performances of different marketing efforts

Computing and visualizing KPIs using Python

Computing and visualizing KPIs using R

Summary

Drivers behind Marketing Engagement

Using regression analysis for explanatory analysis

Regression analysis with Python

Regression analysis with R

Summary

From Engagement to Conversion

Decision trees

Decision trees and interpretations with Python

Decision trees and interpretations with R

Summary

Section 3: Product Visibility and Marketing

Product Analytics

The importance of product analytics

Product analytics using Python

Product analytics using R

Summary

Recommending the Right Products

Collaborative filtering and product recommendation

Building a product recommendation algorithm with Python

Building a product recommendation algorithm with R

Summary

Section 4: Personalized Marketing

Exploratory Analysis for Customer Behavior

Customer analytics – understanding customer behavior

Conducting customer analytics with Python

Conducting customer analytics with R

Summary

Predicting the Likelihood of Marketing Engagement

Predictive analytics in marketing

Evaluating classification models

Predicting the likelihood of marketing engagement with Python

Predicting the likelihood of marketing engagement with R

Summary

Customer Lifetime Value

CLV

Evaluating regression models

Predicting the 3 month CLV with Python

Predicting the 3 month CLV with R

Summary

Data-Driven Customer Segmentation

Customer segmentation

Clustering algorithms

Segmenting customers with Python

Segmenting customers with R

Summary

Retaining Customers

Customer churn and retention

Artificial neural networks

Predicting customer churn with Python

Predicting customer churn with R

Summary

Section 5: Better Decision Making

A/B Testing for Better Marketing Strategy

A/B testing for marketing

Statistical hypothesis testing

Evaluating A/B testing results with Python

Evaluating A/B testing results with R

Summary

What's Next?

Recap of the topics covered in this book

Real-life data science challenges

More machine learning models and packages

Summary

Other Books You May Enjoy

Leave a review - let other readers know what you think

Recommendations for you

Python Machine Learning By Example

Jul 2024 518 pages

4.9 (8)

eBook

$36.99

Building AI Applications with OpenAI APIs

Oct 2024 252 pages

eBook

$31.99

Unlocking Data with Generative AI and RAG

Sep 2024 346 pages

eBook

$31.99

Building LLM Powered Applications

May 2024 342 pages

4.2 (22)

eBook

$39.99

RAG-Driven Generative AI

Sep 2024 334 pages

4.5 (13)

eBook

$35.99

Machine Learning with PyTorch and Scikit-Learn

Feb 2022 774 pages

4.4 (95)

eBook

$43.99

Python for Algorithmic Trading Cookbook

Aug 2024 404 pages

4.6 (15)

eBook

$47.99

Microsoft Power BI - The Complete Masterclass [2023 EDITION]

Jan 2023 14hrs 31mins

Video

$109.99

Principles of Data Science

Jan 2024 326 pages

4.8 (4)

eBook

$31.99

Mastering NLP from Foundations to LLMs

Apr 2024 340 pages

4.9 (24)

eBook

$42.99

People who bought this also bought

Machine Learning Engineering with Python

Aug 2023 462 pages

4.6 (36)

eBook

$39.99

Deep Learning with TensorFlow and Keras – 3rd edition

Oct 2022 698 pages

4.6 (45)

eBook

$39.99

Modern Generative AI with ChatGPT and OpenAI Models

May 2023 286 pages

4.2 (34)

eBook

$39.99

Generative AI with LangChain

Dec 2023 368 pages

4 (34)

eBook

$39.99

Causal Inference and Discovery in Python

May 2023 456 pages

4.5 (49)

eBook

$31.99

About the author

Yoon Hyup Hwang

Yoon Hyup Hwang is a seasoned data scientist in the marketing and financial sectors with expertise in predictive modeling, machine learning, statistical analysis, and data engineering. He has 8+ years' experience of building numerous machine learning models and data products using Python and R. He holds an MSE in computer and information technology from the University of Pennsylvania and a BA in economics from the University of Chicago. In his spare time, he enjoys practicing various martial arts, snowboarding, and roasting coffee. Born and raised in Busan, South Korea, he currently works in New York and lives in New Jersey with his artist wife, Sunyoung, and a playful dog, Dali (named after Salvador Dali).

See other products by Yoon Hyup Hwang

FAQs

How do I buy and download an eBook?

Where there is an eBook version of a title available, you can buy it from the book details for that title. Add either the standalone eBook or the eBook and print book bundle to your shopping cart. Your eBook will show in your cart as a product on its own. After completing checkout and payment in the normal way, you will receive your receipt on the screen containing a link to a personalised PDF download file. This link will remain active for 30 days. You can download backup copies of the file by logging in to your account at any time.

If you already have Adobe reader installed, then clicking on the link will download and open the PDF file directly. If you don't, then save the PDF file on your machine and download the Reader to view it.

Please Note: Packt eBooks are non-returnable and non-refundable.

Packt eBook and Licensing When you buy an eBook from Packt Publishing, completing your purchase means you accept the terms of our licence agreement. Please read the full text of the agreement. In it we have tried to balance the need for the ebook to be usable for you the reader with our needs to protect the rights of us as Publishers and of our authors. In summary, the agreement says:

You may make copies of your eBook for your own use onto any machine
You may not pass copies of the eBook on to anyone else

How can I make a purchase on your website?

If you want to purchase a video course, eBook or Bundle (Print+eBook) please follow below steps:

Register on our website using your email address and the password.
Search for the title by name or ISBN using the search option.
Select the title you want to purchase.
Choose the format you wish to purchase the title in; if you order the Print Book, you get a free eBook copy of the same title.
Proceed with the checkout process (payment to be made using Credit Card, Debit Cart, or PayPal)

Where can I access support around an eBook?

If you experience a problem with using or installing Adobe Reader, the contact Adobe directly.
To view the errata for the book, see www.packtpub.com/support and view the pages for the title you have.
To view your account details or to download a new copy of the book go to www.packtpub.com/account
To contact us directly if a problem is not resolved, use www.packtpub.com/contact-us

What eBook formats do Packt support?

Our eBooks are currently available in a variety of formats such as PDF and ePubs. In the future, this may well change with trends and development in technology, but please note that our PDFs are not Adobe eBook Reader format, which has greater restrictions on security.

You will need to use Adobe Reader v9 or later in order to read Packt's PDF eBooks.

What are the benefits of eBooks?

You can get the information you need immediately
You can easily take them with you on a laptop
You can download them an unlimited number of times
You can print them out
They are copy-paste enabled
They are searchable
There is no password protection
They are lower price than print
They save resources and space

What is an eBook?

Packt eBooks are a complete electronic version of the print edition, available in PDF and ePub formats. Every piece of content down to the page numbering is the same. Because we save the costs of printing and shipping the book to you, we are able to offer eBooks at a lower cost than print editions.

When you have purchased an eBook, simply login to your account and click on the link in Your Download Area. We recommend you saving the file to your hard drive before opening it.

For optimal viewing of our eBooks, we recommend you download and install the free Adobe Reader version 9.

Hands-On Data Science for Marketing: Improve your marketing strategies with machine learning using Python and R

What do you get with eBook?