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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics Achieve your marketing goals with the data analytics power of Python

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Product type Paperback
Published in Mar 2019
Publisher
ISBN-13 9781789959413
Length 420 pages
Edition 1st Edition
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Authors (3):
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Tommy Blanchard Tommy Blanchard
Author Profile Icon Tommy Blanchard
Tommy Blanchard
Debasish Behera Debasish Behera
Author Profile Icon Debasish Behera
Debasish Behera
Pranshu Bhatnagar Pranshu Bhatnagar
Author Profile Icon Pranshu Bhatnagar
Pranshu Bhatnagar
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Table of Contents (12) Chapters Close

Data Science for Marketing Analytics
Preface
1. Data Preparation and Cleaning FREE CHAPTER 2. Data Exploration and Visualization 3. Unsupervised Learning: Customer Segmentation 4. Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. Other Regression Techniques and Tools for Evaluation 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Modeling Customer Choice Appendix

Introduction


In the previous chapter, you learned about the most common data science pipeline: OSEMN. You also learned how to pre-process, explore, model, and finally, interpret data. In this chapter, you will learn how to evaluate the performance of the various models and choose the most appropriate one. Choosing an appropriate machine learning model is an art that requires experience, and each algorithm has its own advantages and disadvantages.

Picking the right performance metrics, optimizing, fine-tuning, and evaluating the model is an important part of building any supervised machine learning model. We will start by using the most common Python machine learning API, scikit-learn, to build our logistic regression model, then we will learn different classification algorithm, and the intuition behind them, and finally, we will learn how to optimize, evaluate, and choose the best model.

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