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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

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Product type Paperback
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Length 636 pages
Edition 2nd Edition
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Tools
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Authors (3):
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Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Author Profile Icon Vishwesh Ravi Shrimali
Vishwesh Ravi Shrimali
Mirza Rahim Baig Mirza Rahim Baig
Author Profile Icon Mirza Rahim Baig
Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Author Profile Icon Gururajan Govindan
Gururajan Govindan
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Toc

Table of Contents (11) Chapters Close

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

Decision Trees

Decision trees are mostly used for classification tasks. They are a non-parametric form of supervised learning method, meaning that unlike in SVM where you had to specify the kernel type, C, gamma, and other parameters, there are no such parameters to be specified in the case of decision trees. This also makes them quite easy to work with. Decision trees, as the name suggests, use a tree-based structure for making a decision (finding the target variable). Each "branch" of the decision tree is made by following a rule, for example, "is some feature more than some value? – yes or no." Decision trees can be used both as regressors and classifiers with minimal changes. The following are the advantages and disadvantages of using decision trees for classification:

Advantages

  • Decision trees are easy to understand and visualize.
  • They can handle both numeric and categorical data.
  • The requirement for data cleaning in the case of decision...
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