Summary
In this chapter, we have learned how descriptive statistics and machine learning models can be used to quantify the difference between populations, which can later be used to validate business hypotheses as well as to assess the lift of certain marketing activities. We have also learned how to study the relationship of variables with the use of correlation and causation analysis, and how to model these relationships with linear models. Finally, we have built machine learning models to predict and classify variables.
In the next chapter, we will learn how to use results from web searches and how to apply this in the context of market research.
