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Data Analytics for Marketing

You're reading from   Data Analytics for Marketing A practical guide to analyzing marketing data using Python

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Product type Paperback
Published in May 2024
Publisher Packt
ISBN-13 9781803241609
Length 452 pages
Edition 1st Edition
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Author (1):
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Guilherme Diaz-Bérrio Guilherme Diaz-Bérrio
Author Profile Icon Guilherme Diaz-Bérrio
Guilherme Diaz-Bérrio
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Table of Contents (20) Chapters Close

Preface 1. Part 1: Fundamentals of Analytics
2. Chapter 1: What is Marketing Analytics? FREE CHAPTER 3. Chapter 2: Extracting and Exploring Data with Singer and pandas 4. Chapter 3: Design Principles and Presenting Results with Streamlit 5. Chapter 4: Econometrics and Causal Inference with Statsmodels and PyMC 6. Part 2: Planning Ahead
7. Chapter 5: Forecasting with Prophet, ARIMA, and Other Models Using StatsForecast 8. Chapter 6: Anomaly Detection with StatsForecast and PyMC 9. Part 3: Who and What to Target
10. Chapter 7: Customer Insights – Segmentation and RFM 11. Chapter 8: Customer Lifetime Value with PyMC Marketing 12. Chapter 9: Customer Survey Analysis 13. Chapter 10: Conjoint Analysis with pandas and Statsmodels 14. Part 4: Measuring Effectiveness
15. Chapter 11: Multi-Touch Digital Attribution 16. Chapter 12: Media Mix Modeling with PyMC Marketing 17. Chapter 13: Running Experiments with PyMC 18. Index 19. Other Books You May Enjoy

Factor analysis

Factor analysis is a statistical method used to identify underlying factors that explain the pattern of correlations within a set of observed variables. It is used to reduce a large number of variables into a smaller number of factors, which can then be used to explain the relationships between the variables.

To conduct a factor analysis, the following steps are taken:

  1. Collect data on a set of variables.
  2. Scale and center the data so that the mean of each variable is 0 and the standard deviation is 1, making all features comparable.
  3. Calculate the correlation matrix of the variables.
  4. Use singular value decomposition (SVD) to decompose the correlation matrix into its constituent parts.
  5. Interpret the factors.
  6. Calculate the factor scores.

If you are familiar with principal component analysis (PCA), you might be wondering what the difference between PCA and factor analysis is. The main difference is that PCA is primarily used to identify...

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