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Data Science and Marketing

Welcome to the first chapter of Hands-On Data Science for Marketing! As you may be familiar already, the importance and application of data science in the marketing industry have been rising significantly over the past few years. Yet, marketing data science is a relatively new field and the amount of resources available for education and references lags behind the momentum. However, the amount of data gathered and available to the process has been growing exponentially each year, which opens up even more opportunities to learn and bring insight from the data.

With the growing amount of data and applications of data science in marketing, we can easily find examples of the usage of data science to marketing efforts. Companies are starting to use data science to better understand customer behaviors and identify different customer segments based on their...

Key benefits

Understand how data science drives successful marketing campaigns

Use machine learning for better customer engagement, retention, and product recommendations

Extract insights from your data to optimize marketing strategies and increase profitability

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.

Who is this book 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.

What you will learn

Learn how to compute and visualize marketing KPIs in Python and R

Master what drives successful marketing campaigns with data science

Use machine learning to predict customer engagement and lifetime value

Make product recommendations that customers are most likely to buy

Learn how to use A/B testing for better marketing decision making

Implement machine learning to understand different customer segments

What do you get with Print?

Instant access to your digital eBook copy whilst your Print order is Shipped

Paperback book shipped to your preferred address

Download this book in EPUB and PDF formats

Access this title in our online reader with advanced features

DRM FREE - Read whenever, wherever and however you want

AI Assistant (beta) to help accelerate your learning

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Cliente Amazon May 12, 2019

Very practical book. Recommended marketers and data scientists working in marketing.

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IP May 18, 2019

I am a data scientist at MBB and have done numerous marketing related projects. However, most of my team's approach was rather ad-hoc so I was looking for a structured way of looking at those problems. This book walked me through from start to end and covered most of the things that I needed to perform data science for marketing. I think this book will help data scientists in all experience levels; if you are new to data science, this book has a step-by-step setup and coding guide with examples. If you are an experienced data scientist, this book will help you to understand key concepts in marketing analytics as well as a general marketing strategy and know-how. All in all, I recommend this book to any data scientist who wants to learn more about both data science and marketing.

jeeb Mar 29, 2020

Perfect for someone who is looking for a data science starter kit in the field of marketing. Highly recommend.

Tae Uk Apr 27, 2019

As a college senior who studies data science, I found this book is super useful. This book provides a variety of real-world use of data analysis in marketing, where you can apply your knowledge in theory, something that you can’t learn from class. With applications of basic simple regression analysis to advanced machine learning, this book will get you engaged to practice many techniques that are applied to key researches and analyses in marketing.Another huge thing about this book is that it is very engaging and comprehensible. With well-organized order in each chapter, the author guides you challenging materials with nice step by step explanation to almost effortlessly help you learn key functions in both Python and R languages. If you want to get your feet wet or brush up your data analytic expertise in marketing, I highly recommend this book!!

James White Jul 30, 2020

I bought this book having spent the last 5 years working in data analytics and it was good to see something specific to marketing. I enjoyed going through the coding examples (every chapter features code in both Python and R). The code was about 90 percent accurate with a few typos or misprints here and there. I would encourage you to download the answers and try out the examples in one or both programming languages. I certainly see where you could use these examples, learn and either put together something on your laptop or work on your favorite public cloud. You do need at least some understanding of programming and willingness and ability to debug coding mistakes. This was a great tutorial if you have the willingness to roll up your sleeves and write some code.

Hands-On Data Science for Marketing: Improve your marketing strategies with machine learning using Python and R

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Hands-On Data Science for Marketing

Data Science and Marketing

Technical requirements

Trends in marketing

Applications of data science in marketing

Descriptive versus explanatory versus predictive analyses

Setting up the Python environment

Installing the Anaconda distribution

Setting up the R environment

Installing R and RStudio

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