March 30, 2019 | ISBN: 978-1789959413 | English | 420 pages | True (PDF, MOBI) + Code | 55.46 MB
Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results
Study new techniques for marketing analytics
Explore uses of machine learning to power your marketing analyses
Work through each stage of data analytics with the help of multiple examples and exercises
Data Science for Marketing Analytics covers every stage of data analytics, from working with a raw dataset to segmenting a population and modeling different parts of the population based on the segments.
The book starts by teaching you how to use Python libraries, such as pandas and Matplotlib, to read data from Python, manipulate it, and create plots, using both categorical and continuous variables. Then, you’ll learn how to segment a population into groups and use different clustering techniques to evaluate customer segmentation. As you make your way through the chapters, you’ll explore ways to evaluate and select the best segmentation approach, and go on to create a linear regression model on customer value data to predict lifetime value. In the concluding chapters, you’ll gain an understanding of regression techniques and tools for evaluating regression models, and explore ways to predict customer choice using classification algorithms. Finally, you’ll apply these techniques to create a churn model for modeling customer product choices.
By the end of this book, you will be able to build your own marketing reporting and interactive dashboard solutions.
What you will learn
Analyze and visualize data in Python using pandas and Matplotlib
Study clustering techniques, such as hierarchical and k-means clustering
Create customer segments based on manipulated data
Predict customer lifetime value using linear regression
Use classification algorithms to understand customer choice
Optimize classification algorithms to extract maximal information
Who this book is for
Data Science for Marketing Analytics is designed for developers and marketing analysts looking to use new, more sophisticated tools in their marketing analytics efforts. It’ll help if you have prior experience of coding in Python and knowledge of high school level mathematics. Some experience with databases, Excel, statistics, or Tableau is useful but not necessary.
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