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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

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Product type Paperback
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Length 636 pages
Edition 2nd Edition
Languages
Tools
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Authors (3):
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Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Author Profile Icon Vishwesh Ravi Shrimali
Vishwesh Ravi Shrimali
Mirza Rahim Baig Mirza Rahim Baig
Author Profile Icon Mirza Rahim Baig
Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Author Profile Icon Gururajan Govindan
Gururajan Govindan
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Toc

Table of Contents (11) Chapters Close

Preface
1. Data Preparation and Cleaning 2. Data Exploration and Visualization FREE CHAPTER 3. Unsupervised Learning and Customer Segmentation 4. Evaluating and Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. More Tools and Techniques for Evaluating Regression Models 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Multiclass Classification Algorithms Appendix

Evaluating the Accuracy of a Regression Model

To evaluate regression models, you first need to define some metrics. The common metrics used to evaluate regression models rely on the concepts of residuals and errors, which are quantifications of how much a model incorrectly predicts a particular data point. In the following sections, you will first learn about residuals and errors. You will then learn about two evaluation metrics, the MAE and RMSE, and how they are used to evaluate regression models.

Residuals and Errors

An important concept in understanding how to evaluate regression models is the residual. The residual refers to the difference between the value predicted by the model and the true value for a data point. It can be thought of as by how much your model missed a particular value. In the following diagram, we can see a best-fit (or regression) line with data points scattered above and below it. The distance between a data point and the line signifies how far away the...

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