Hands-On Data Science for Marketing

Hands-On Data Science for Marketing
Author: Yoon Hyup Hwang
Publisher: Packt Publishing Ltd
Total Pages: 448
Release: 2019-03-29
Genre: Computers
ISBN: 178934882X

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Optimize your marketing strategies through analytics and machine learning Key FeaturesUnderstand how data science drives successful marketing campaignsUse machine learning for better customer engagement, retention, and product recommendationsExtract insights from your data to optimize marketing strategies and increase profitabilityBook 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. What you will learnLearn how to compute and visualize marketing KPIs in Python and RMaster what drives successful marketing campaigns with data scienceUse machine learning to predict customer engagement and lifetime valueMake product recommendations that customers are most likely to buyLearn how to use A/B testing for better marketing decision makingImplement machine learning to understand different customer segmentsWho this book is 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.

Data Science for Marketing Analytics

Data Science for Marketing Analytics
Author: Mirza Rahim Baig
Publisher: Packt Publishing Ltd
Total Pages: 637
Release: 2021-09-07
Genre: Computers
ISBN: 1800563884

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Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.

Data Science for Marketing Analytics

Data Science for Marketing Analytics
Author: Tommy Blanchard
Publisher: Packt Publishing Ltd
Total Pages: 420
Release: 2019-03-30
Genre: Computers
ISBN: 1789952107

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Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key FeaturesStudy new techniques for marketing analyticsExplore uses of machine learning to power your marketing analysesWork through each stage of data analytics with the help of multiple examples and exercisesBook 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 learnAnalyze and visualize data in Python using pandas and MatplotlibStudy clustering techniques, such as hierarchical and k-means clusteringCreate customer segments based on manipulated data Predict customer lifetime value using linear regressionUse classification algorithms to understand customer choiceOptimize classification algorithms to extract maximal informationWho 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.

Hands-On Data Science and Python Machine Learning

Hands-On Data Science and Python Machine Learning
Author: Frank Kane
Publisher: Packt Publishing Ltd
Total Pages: 415
Release: 2017-07-31
Genre: Computers
ISBN: 1787280225

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This book covers the fundamentals of machine learning with Python in a concise and dynamic manner. It covers data mining and large-scale machine learning using Apache Spark. About This Book Take your first steps in the world of data science by understanding the tools and techniques of data analysis Train efficient Machine Learning models in Python using the supervised and unsupervised learning methods Learn how to use Apache Spark for processing Big Data efficiently Who This Book Is For If you are a budding data scientist or a data analyst who wants to analyze and gain actionable insights from data using Python, this book is for you. Programmers with some experience in Python who want to enter the lucrative world of Data Science will also find this book to be very useful, but you don't need to be an expert Python coder or mathematician to get the most from this book. What You Will Learn Learn how to clean your data and ready it for analysis Implement the popular clustering and regression methods in Python Train efficient machine learning models using decision trees and random forests Visualize the results of your analysis using Python's Matplotlib library Use Apache Spark's MLlib package to perform machine learning on large datasets In Detail Join Frank Kane, who worked on Amazon and IMDb's machine learning algorithms, as he guides you on your first steps into the world of data science. Hands-On Data Science and Python Machine Learning gives you the tools that you need to understand and explore the core topics in the field, and the confidence and practice to build and analyze your own machine learning models. With the help of interesting and easy-to-follow practical examples, Frank Kane explains potentially complex topics such as Bayesian methods and K-means clustering in a way that anybody can understand them. Based on Frank's successful data science course, Hands-On Data Science and Python Machine Learning empowers you to conduct data analysis and perform efficient machine learning using Python. Let Frank help you unearth the value in your data using the various data mining and data analysis techniques available in Python, and to develop efficient predictive models to predict future results. You will also learn how to perform large-scale machine learning on Big Data using Apache Spark. The book covers preparing your data for analysis, training machine learning models, and visualizing the final data analysis. Style and approach This comprehensive book is a perfect blend of theory and hands-on code examples in Python which can be used for your reference at any time.

Mastering Marketing Data Science

Mastering Marketing Data Science
Author: Iain Brown
Publisher: John Wiley & Sons
Total Pages: 439
Release: 2024-04-29
Genre: Computers
ISBN: 1394258712

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Unlock the Power of Data: Transform Your Marketing Strategies with Data Science In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively. Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science. Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns. Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares cutting-edge techniques and ethical considerations in marketing data science. Future-Ready Skills: Learn about the latest advancements, including generative AI, to stay ahead in the rapidly evolving marketing landscape. Accessible Learning: Tailored for both beginners and seasoned professionals, this book ensures a smooth learning curve with a clear, engaging narrative. Mastering Marketing Data Science is designed as a comprehensive how-to guide, weaving together theory and practice to offer a dynamic, workbook-style learning experience. Dr. Brown's voice and expertise guide you through the complexities of marketing data science, making sophisticated concepts accessible and actionable.

Data Smart

Data Smart
Author: John W. Foreman
Publisher: John Wiley & Sons
Total Pages: 432
Release: 2013-10-31
Genre: Business & Economics
ISBN: 1118839862

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Data Science gets thrown around in the press like it'smagic. Major retailers are predicting everything from when theircustomers are pregnant to when they want a new pair of ChuckTaylors. It's a brave new world where seemingly meaningless datacan be transformed into valuable insight to drive smart businessdecisions. But how does one exactly do data science? Do you have to hireone of these priests of the dark arts, the "data scientist," toextract this gold from your data? Nope. Data science is little more than using straight-forward steps toprocess raw data into actionable insight. And in DataSmart, author and data scientist John Foreman will show you howthat's done within the familiar environment of aspreadsheet. Why a spreadsheet? It's comfortable! You get to look at the dataevery step of the way, building confidence as you learn the tricksof the trade. Plus, spreadsheets are a vendor-neutral place tolearn data science without the hype. But don't let the Excel sheets fool you. This is a book forthose serious about learning the analytic techniques, the math andthe magic, behind big data. Each chapter will cover a different technique in aspreadsheet so you can follow along: Mathematical optimization, including non-linear programming andgenetic algorithms Clustering via k-means, spherical k-means, and graphmodularity Data mining in graphs, such as outlier detection Supervised AI through logistic regression, ensemble models, andbag-of-words models Forecasting, seasonal adjustments, and prediction intervalsthrough monte carlo simulation Moving from spreadsheets into the R programming language You get your hands dirty as you work alongside John through eachtechnique. But never fear, the topics are readily applicable andthe author laces humor throughout. You'll even learnwhat a dead squirrel has to do with optimization modeling, whichyou no doubt are dying to know.

Marketing Data Science

Marketing Data Science
Author: Thomas W. Miller
Publisher: FT Press
Total Pages: 812
Release: 2015-05-02
Genre: Business & Economics
ISBN: 0133887340

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Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications. Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes: The role of analytics in delivering effective messages on the web Understanding the web by understanding its hidden structures Being recognized on the web – and watching your own competitors Visualizing networks and understanding communities within them Measuring sentiment and making recommendations Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.

Hands-On Data Science with R

Hands-On Data Science with R
Author: Vitor Bianchi Lanzetta
Publisher: Packt Publishing Ltd
Total Pages: 414
Release: 2018-11-30
Genre: Mathematics
ISBN: 1789135834

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A hands-on guide for professionals to perform various data science tasks in R Key FeaturesExplore the popular R packages for data scienceUse R for efficient data mining, text analytics and feature engineeringBecome a thorough data science professional with the help of hands-on examples and use-cases in RBook Description R is the most widely used programming language, and when used in association with data science, this powerful combination will solve the complexities involved with unstructured datasets in the real world. This book covers the entire data science ecosystem for aspiring data scientists, right from zero to a level where you are confident enough to get hands-on with real-world data science problems. The book starts with an introduction to data science and introduces readers to popular R libraries for executing data science routine tasks. This book covers all the important processes in data science such as data gathering, cleaning data, and then uncovering patterns from it. You will explore algorithms such as machine learning algorithms, predictive analytical models, and finally deep learning algorithms. You will learn to run the most powerful visualization packages available in R so as to ensure that you can easily derive insights from your data. Towards the end, you will also learn how to integrate R with Spark and Hadoop and perform large-scale data analytics without much complexity. What you will learnUnderstand the R programming language and its ecosystem of packages for data scienceObtain and clean your data before processingMaster essential exploratory techniques for summarizing dataExamine various machine learning prediction, modelsExplore the H2O analytics platform in R for deep learningApply data mining techniques to available datasetsWork with interactive visualization packages in RIntegrate R with Spark and Hadoop for large-scale data analyticsWho this book is for If you are a budding data scientist keen to learn about the popular pandas library, or a Python developer looking to step into the world of data analysis, this book is the ideal resource you need to get started. Some programming experience in Python will be helpful to get the most out of this course

Cutting-edge Marketing Analytics

Cutting-edge Marketing Analytics
Author: Rajkumar Venkatesan
Publisher: Pearson Education
Total Pages: 321
Release: 2015
Genre: Business & Economics
ISBN: 0133552527

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Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Practical Statistics for Data Scientists

Practical Statistics for Data Scientists
Author: Peter Bruce
Publisher: "O'Reilly Media, Inc."
Total Pages: 322
Release: 2017-05-10
Genre: Computers
ISBN: 1491952911

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Statistical methods are a key part of of data science, yet very few data scientists have any formal statistics training. Courses and books on basic statistics rarely cover the topic from a data science perspective. This practical guide explains how to apply various statistical methods to data science, tells you how to avoid their misuse, and gives you advice on what's important and what's not. Many data science resources incorporate statistical methods but lack a deeper statistical perspective. If you’re familiar with the R programming language, and have some exposure to statistics, this quick reference bridges the gap in an accessible, readable format. With this book, you’ll learn: Why exploratory data analysis is a key preliminary step in data science How random sampling can reduce bias and yield a higher quality dataset, even with big data How the principles of experimental design yield definitive answers to questions How to use regression to estimate outcomes and detect anomalies Key classification techniques for predicting which categories a record belongs to Statistical machine learning methods that “learn” from data Unsupervised learning methods for extracting meaning from unlabeled data