Data science for marketing analytics /:
Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key Features 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 mu...
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Birmingham, UK :
Packt Publishing,
2019.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key Features 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 Book Description 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. Downloading the example code for this book You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased ... |
| Beschreibung: | 1 online resource (1 volume) : illustrations |
| Bibliographie: | Includes bibliographical references. |
| ISBN: | 9781789952100 1789952107 |
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| spelling | Blanchard, Tommy, author. Data science for marketing analytics / Tommy Blanchard, Debasish Behera, Pranshu Bhatnagar. Birmingham, UK : Packt Publishing, 2019. 1 online resource (1 volume) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Online resource; title from copyright page (Safari, viewed May 15, 2019). Includes bibliographical references. Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key Features 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 Book Description 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. Downloading the example code for this book You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased ... Marketing Data processing. http://id.loc.gov/authorities/subjects/sh2008107427 Marketing research. http://id.loc.gov/authorities/subjects/sh85081350 Python (Computer program language) http://id.loc.gov/authorities/subjects/sh96008834 Information visualization. http://id.loc.gov/authorities/subjects/sh2002000243 Marketing Informatique. Marketing Recherche. Python (Langage de programmation) Visualisation de l'information. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information visualization fast Marketing Data processing fast Marketing research fast Python (Computer program language) fast Bhatnagar, Pranshu, author. Behera, Debasish, author. FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2094757 Volltext |
| spellingShingle | Blanchard, Tommy Bhatnagar, Pranshu Behera, Debasish Data science for marketing analytics / Marketing Data processing. http://id.loc.gov/authorities/subjects/sh2008107427 Marketing research. http://id.loc.gov/authorities/subjects/sh85081350 Python (Computer program language) http://id.loc.gov/authorities/subjects/sh96008834 Information visualization. http://id.loc.gov/authorities/subjects/sh2002000243 Marketing Informatique. Marketing Recherche. Python (Langage de programmation) Visualisation de l'information. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information visualization fast Marketing Data processing fast Marketing research fast Python (Computer program language) fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2008107427 http://id.loc.gov/authorities/subjects/sh85081350 http://id.loc.gov/authorities/subjects/sh96008834 http://id.loc.gov/authorities/subjects/sh2002000243 |
| title | Data science for marketing analytics / |
| title_auth | Data science for marketing analytics / |
| title_exact_search | Data science for marketing analytics / |
| title_full | Data science for marketing analytics / Tommy Blanchard, Debasish Behera, Pranshu Bhatnagar. |
| title_fullStr | Data science for marketing analytics / Tommy Blanchard, Debasish Behera, Pranshu Bhatnagar. |
| title_full_unstemmed | Data science for marketing analytics / Tommy Blanchard, Debasish Behera, Pranshu Bhatnagar. |
| title_short | Data science for marketing analytics / |
| title_sort | data science for marketing analytics |
| topic | Marketing Data processing. http://id.loc.gov/authorities/subjects/sh2008107427 Marketing research. http://id.loc.gov/authorities/subjects/sh85081350 Python (Computer program language) http://id.loc.gov/authorities/subjects/sh96008834 Information visualization. http://id.loc.gov/authorities/subjects/sh2002000243 Marketing Informatique. Marketing Recherche. Python (Langage de programmation) Visualisation de l'information. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Information visualization fast Marketing Data processing fast Marketing research fast Python (Computer program language) fast |
| topic_facet | Marketing Data processing. Marketing research. Python (Computer program language) Information visualization. Marketing Informatique. Marketing Recherche. Python (Langage de programmation) Visualisation de l'information. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Information visualization Marketing Data processing Marketing research |
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